![]() ![]() ![]() In response to this story, Google told me that “we strongly believe that FLoC is better for user privacy compared to the individual cross-site tracking that is prevalent today. Using the web, DuckDuckGo warns, will be “like walking into a store where they already know all about you.” You won’t be tracked as 45-year-old accountant, John Smith, of 101 Acacia Avenue, but the algorithm will be pretty specific about your interests and will readily share that with websites. Put simply, that hidden, secretive algorithm tracks the sites you visit and your online activities to assign you to a group. A FLoC is basically a group of similar users, as judged by an algorithm sitting behind those users’ browsers. And while I’m sure this wasn’t designed to be confusing, it does come across as Pythonesque when explained. Google is replacing cookies with Federated Learning of Cohorts (FLoC), which is now under trial without impacted Chrome users knowing about it. Unfortunately, that’s going to become very confusing. How Google plans to protect your privacy while mining your data to sell you more stuff-or rather to enable its business customers to sell you more stuff. But unlike Apple and Microsoft, the other two tech giants in the browser business, Google doesn't generate its revenue from products, it generates its revenue from data, your data, targeting ads.Īnd so, you’re about to be hit with complex and conflicting messages on how all this reconciles. And Chrome has spent more than anyone on ensuring that its user experience is as sticky as it gets. Usability, speed, features, seamless cross-platform options, all are factors. If they really cared about privacy, they would just stop spying on billions of people.”Ĭhoosing a browser is a highly subjective matter. They care about protecting their surveillance business model. The Apple M1's GPU prowess also has an inordinate impact on these test results, with Chrome both native and x86_64 translated on the M1 outrunning Chrome on the Ryzen U powered HP EliteBook.“You don’t become a multi-billion-dollar company without grabbing as much data as you can then monetize,” Cyjax CISO Ian Thornton-Trump told me last month, just after (genuinely) privacy-first DuckDuckGo warned that “Google doesn’t care about protecting user privacy. Safari enjoys an absolutely crushing advantage on this test, more than doubling even M1-native Chrome's performance. Chrome x86_64 under Rosetta2 takes a significant back seat to everything else here-though we want to again stress that it does not feel at all slow and would perform quite well compared to nearly any other system.įinally, MotionMark 1.1 measures complex graphic animation techniques in-browser and nothing else. ![]() This is the closest thing to a "traditional" outside-the-browser benchmark and is the most relevant for general Web applications of all kinds-particularly heavy office applications such as spreadsheets with tons of columns, rows, and formulae but also graphic editors with local rather than cloud processing. Jetstream2 is the broadest of the three benchmarks and includes workloads for data sorting, regular expression parsing, graphic ray tracing, and more. Speedometer shows a massive advantage for M1 silicon running natively, whether Safari or Chrome Chrome x86_64 run through Rosetta2 is inconsequentially slower than Chrome running on a brand-new HP EliteBook with Ryzen U CPU. This is probably the most relevant benchmark of the three for "regular webpage," if such a thing exists. The first benchmark in our gallery above, Speedometer, is the most prosaic-the only thing it does is populate lists of menu items, over and over, using a different Web-application framework each time. dmg is available today, and-as expected-it's significantly faster if you're doing something complicated enough in your browser to notice. That was and still is a true statement we find it difficult to believe anyone using the non-native binary for Chrome under an M1 machine would find it "slow." That said, Google's newer, ARM-native. Further Reading Hands-on with the Apple M1-a seriously fast x86 competitor In our earlier testing, we declared that the previous version of Google Chrome-which was available only as an x86_64 binary and needed to be run using Rosetta 2-was perfectly fine. ![]()
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