Google is preparing for a world without third-party cookies in Chrome

Google records the first successes in its search for an alternative to advertising cookies. In fact, more and more Internet users are blocking these small files with very nice names to protect their privacy, thus preventing marketing professionals from properly managing their campaigns. It is therefore time to get rid of this old technology and, moreover, the web giant plans to remove third-party cookies from Chrome by the end of 2022!

In the meantime, the company is looking to develop, under the name of Privacy Sandbox, alternative techniques that can meet the demands of advertisers while further protecting the data of Internet users. In a blog post, the web giant now reports an encouraging first result.

So, after performing tests based on “Federated Learning of Cohorts” (FLoC), he claims that interest-based advertising is almost as effective as with third-party cookies. ” Advertisers can expect to generate at least 95% of conversions per dollar spent they would have obtained through cookie-based targeting », Proudly specifies Google.

So how does it work ?

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The idea is to classify Internet users in interest groups of several thousand people (some fans of certain motorcycles for example). These groups are large enough so that it is not possible to reveal the identity of the Internet user who receives the advertising, while being sufficiently precise to be able to achieve quality advertising targeting.

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The cohorts are generated by the Chrome browser, through machine learning algorithms. Each is designated by a short and random name of the type “43A7”. Their data remains stored at the level of the browser, which can expose them to websites through a programming interface. Faced with these promising first results, Google will carry out public tests with Google Ads advertisers on the FLoC cohorts from next March, when the new version of Chrome will be available.

Create audiences without cookies

At the same time, the company is working on other techniques, and in particular “audience creation”. This term currently hides the collection of identities by players in the advertising world. This could be a publisher, whose audience includes the people who visit their site. It can also be an advertising company that constitutes its audience from Internet users interacting with the advertisements it serves.

Until now, this audience building relies on third-party cookies. With Privacy Sandbox, it would be, again, through interest groups created at the level of Chrome, but managed this time by the actors of advertising. As for advertising auctions, they would be done directly in browsers. A first test of this technique should be carried out in 2021.

In short, it’s a whole economic system that Google is reinventing, trying to find the right balance between profitability and protection of personal data.

Source: Google

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