In Google they say they want to create an advertising model for the web that no longer depends on tracking users



In Google they say they want to create an advertising model for the web that no longer depends on tracking users




Google's main business is digital advertising, and the company seems to be very clear that they need such a business to evolve to adapt to new times, that is, to a time when users are increasingly concerned about their privacy, and governments are beginning to regulate more vigorously.



Google has been talking about its intentions to end third-party cookies in Chrome for more than a year, and this time they wanted to make it clear that when third-party cookies disappear, will not create alternate identifiers to track network users.





Relevant advertising without tracking?






Google Privacy Cookies Floc




Google claims to be committed to creating a more private network, even saying that "users should not have to agree to being tracked online to benefit from relevant advertising"That is why they have been working on alternatives that leave aside individual user monitoring.



One of those alternatives, which is part of the company's so-called 'Privacy Sandbox', is federated learning of cohorts or FLoC, an API that so far in theory sounds good for our privacy.








Google's plan for the web without third-party cookies: an open source API that in theory sounds good for our privacy




In Genbeta

Google's plan for the web without third-party cookies: an open source API that in theory sounds good for our privacy






FLoC is an API focused on privacy and open source. Until now Google has only been testing FLoC internally, but this month, with the next Chrome update, they will be made available for public testing, and they even plan to start testing FLoC cohorts with Google Ads advertisers in the second. quarter of the year.





With the next version of Chrome will begin public testing of Google's new model to serve advertising without tracking users individually





With this model, instead of tracking users individually, the tracking focuses on cohorts or groups of users who have similar browsing habits. The general principle of this API is that individual users can never be distinguished within a groupBut since all users in the group have similar interests, identification models such as personalized advertising would be as good as those currently tracking individuals.










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For Google the ideal is a future where you don't have to sacrifice relevant advertising and monetization for privacy and security. They explain that "most users are convinced that almost everything they do online is being tracked by advertisers and technology companies", and that therefore digital advertising needs to evolve and address those concerns.



Basically, an alternative to continue making money with an extremely lucrative business, but trying to address the increasingly worse public opinion about all the information that we give users on the web so that this business remains that way.



In Google they say that they will no longer return to individual tracking and are 100% committed to promoting all their products for the network with Privacy Sandbox. It will be left to the rest of the companies and organizations in the sector if they want to join them and use these privacy innovations that Google seems to be very convinced that they work.




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The news

In Google they say they want to create an advertising model for the web that no longer depends on tracking users

was originally published in

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by Gabriela González.