Google is now rolling out a new type of tracker. It's called FLoC (Federated Learning of Cohorts), and it's very bad for privacy. It works through the browser itself, without the need for cookies. It groups users based on their browsing history and inferred interests and demographics. Google shares your FLoC ID, which identifies what group you are in, to sites you visit. They say that it is more anonymous, but since your IP is broadcast as well as your FLoC ID, it is just like tracking an individual. This means that not only is Google tracking you, but they're letting everyone else track you as well. 

Needless to say, FLoC is bad. But there are ways to get rid of it. Google Chrome is the only browser that has implemented this, just in case you need another reason to stop using it, so switch to another browser like Brave or Vivaldi. If you absolutely must use Chrome, use DuckDuckGo's privacy extension, which blocks interactions between FLoC and sites. However, Google will still be able to see your activity and put you in a group. Other sites just wouldn't be able to see what group you are in. 

Google recently released FLoC and has been forcing it on users for the past year. The criteria for being opted in are unclear, but there appears to be no way to opt out. If you are on Chrome and logged into a Google account, then FLoC is probably watching you right now. If you want to read more, click on the button below to read DuckDuckGo's article on FLoC.