Google’s FLoC: A Privacy-Friendly Substitute to Cookies?

Did someone say no more cookies?!🍪 It looks like the end of this decades-old tracking technology is finally in sight!

Amidst the current widespread privacy reckoning, cookies are gradually getting the boot! 👋

Google Chrome was the last major internet browser to use cookies. However, Google recently announced that they would phase out support for third-party cookies within the next 2 years… 

This left those in the digital advertising industry pondering how to adapt to a new privacy-focused advertising landscape. 🤔 Without data, how do you target people with ads? 

Google’s new cookies replacement MIGHT be the answer! The new API is called Federated Learning of Cohorts (FLoC). It’s said to provide at least 95% of the conversions per dollar spent on ads when compared to cookie-based advertising. 

FLoC uses machine learning algorithms to aggregate data from thousands of people. This eliminates the sharing of individual data and allows advertisers to use data from wider cohorts to target ads! 🙌

At Konstruct, we see this as an ingenious compromise to the data needs of digital advertisers and the privacy concerns of the public. 

What are your thoughts? 🤔 Let us know in the comments below! 👇




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