Google has taken a further step towards the materialization of Chrome as an environment without third party cookies with its new API called FloC (Federated Learning of Cohorts) . Little by little, Chrome is advancing on the uk phone directory search by number path that browsers such as Safari , Firefox or Edge have already traveled , which currently have more ambitious systems regarding blocking third-party cookies . Does FloC guarantee users greater privacy when browsing? ¿ How will it affect the functioning of Google floc to digital advertising ? We analyze it below.
What is Google FloC (‘Federated Learning of Cohorts’)?
In the context of the Privacy Sandbox initiative , Google has presented the FloC API as an alternative to third-party cookies, since it allows targeting advertising to related audiences based on their interests . Google FloC’s approach is to group users into cohorts or groups that share characteristics .
User browsing data is collected and used to feed Chrome’s machine learning algorithm , which is responsible for classifying it. With this solution, the data of each individual user never leaves the Chrome environment and, little by little, the action of the algorithm will be more and more precise to assign users to one type of audience or another. Advertisers will be able to launch campaigns targeting these groups, but they will not have access to the individual browsing data of each user.
Google FloC will feed data to the machine learning algorithm
With Google FloC, will gulf email list the effectiveness of online advertising suffer? According to Google , the tests that have been carried out have shown that this system shows effectiveness very similar to that of advertising with Third Party Cookies . When comparing the results, with Google FloC, 95% of the conversions per dollar spent were obtained compared to the previous system.
Google’s plans go through further testing to determine the effectiveness of the new API and thus confirm if it is the system that will be implemented in your browser permanently . In the second quarter of the year, they hope to test this API in Google Ads accounts.
However, there are still unknowns regarding the capabilities and scope that Google FloC will have. For example, if campaigns are no longer targeted to specific users but to groups, will cross-device advertising work ? Nowadays it is very common for users to watch their connected TV while browsing with their computer or smartphone.
Another concern of advertisers is the interoperability of the solution that Google finally proposes , since third-party cookies were a shared standard in the industry and, at present, the search for alternatives is being carried out in a way much more decentralized.
One of the unknowns about Google FloC is whether it will make cross-device advertising possible
The challenge of leaving Third Party Cookies behind
For now, Google FloC would only solve one of the challenges posed by the horizon without third-party cookies , that of creating lookalike audiences . Another of the initiatives belonging to the Privacy Sandbox is FEDGE , which is looking for a solution to be able to carry out remarketing campaigns without the need to use Third Party Data; although this is in a much less advanced stage than FloC.To these challenges are added:The difficulty in attributing conversions by not being able to assign them to specific users.
The impact on protection against ad fraud , as less information will be available to differentiate real users from bot-generated traffic. They are already working on technology to solve it.
The classification of users into sensitive groups such as sexual orientation or race by the machine learning algorithm, which must be adjusted to respect privacy as much as possible.
What short-term consequences will the paradigm shift have?
On the one hand, many content publishers are creating their own walled gardens to be able to operate with First Party Data directly and remove the limitations that third party cookies face from the equation . On the other, we may see a resurgence of contextual advertising focused on reaching users with ads related to the content they are consuming, so that the sensation of being tracked throughout browsing diminishes. It is much more natural to find advertising related to mountain bikes on a bike touring blog than on a recipe page.In short, Google FloC is one more example of the progress that is being made to find solutions that are feasible for both advertisers, users and content publishers . We will continue to report on this, so if you don’t want to miss any news, we encourage you to follow us on our LinkedIn page to keep up with our latest blog posts.