How will Google change its ad targeting rules to protect privacy?
How will Google change its ad targeting rules to protect privacy?

Last Thursday, Google announced that it will phase out the third-party cookies (known as cookies) that are used to track ads from users in the Chrome browser and are replacing them with a new technology called Federated Cohort Learning (FloC) which aims to block users en masse and not. Individually to protect their privacy.

But how will Google change the way users follow users and target them with ads in Google Chrome? Will this completely change the market for the advertising industry? Is it really user privacy?


At first glance, Google's new approach to protecting the privacy of its users appears to be a win-win solution. Google announced that it will remove third-party cookies from Google Chrome and will not replace them in any other way by tracking individual users on the website.

"We will not create alternate identifiers to track personal web browsing, nor will we use them in our products," said David Temkin, Director of Ad Products, Privacy and Advertising Trust at Google (David Timkin). Protect user privacy to some extent.

What is certain, however, is that if you use their products - which is what nearly everyone does every day and every day - Google can continue to collect data and use that data to target the ads you want right now. They use cookies to use common learning technologies (similar). What is this technology and how does it work?

(FLoC) is a new way for companies to reach people with relevant content and ads by bringing together large groups of people with similar interests, as this method effectively uses people to hide in large groups of people (or groups of people) in the process to keep the history of Private network. Anyone who uses the Google Chrome browser.

Tests by the Google Ads team show that when creating interest-based user groups, and after testing certain technologies that advertisers can use to target a wide audience, FLoC can provide signals for effective alternatives to third-party cookies. Compared to cookie-based ads, the conversions per dollar spent are at least 95%.

But why should Google change the way ads are used to target users?

Of course, this step by Google has nothing to do with the complete protection of users 'privacy, but it is an easy way to get rid of the things that users hate as many experts believe that Google is only protecting users' privacy. . You only need to amplify its advantages in the digital advertising marketplace.

Additionally, Peter Day, technical director of advertising company Quantcast, noted that the method for finding users through third-party cookies is outdated and almost gone. Today the file is not included. The definition of third-party links already exists, while existing links tend to disappear. In fact, the future lies in proprietary data, and the big advertisers will win it all.

Where will user tracking technology go in the future?

Many experts agree that in order to understand how user tracking technology works online, anyone should take a look at Apple's Safari browser capabilities and how it monitors and regulates advertising companies to track users on the web.

When it comes to protecting users' privacy by blocking cookies for a long time, the browser appears to be in an advanced state, as Apple has used what is known as Smart Tracking Protection in the browser (Safari). It's hard to get advertisers or anyone else to follow.

The browser also provides similar functionality to the new privacy features for iOS as it blocks most tracking codes by default and requires users to allow the website to function properly, which is what Google must do in their browser. It is not just the core of the tracking and identification process that they remain the same.

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