When Google stops Chrome from accepting third-party cookies next year, only one browser in ten worldwide will be able to carry out the ad targeting we currently take for granted.
Promoted from Oracle Advertising
We can use entirely cookie-less solutions to prospect effectively. Start today however, because the cliff face is looming.
As marketers prepare for the demise of third-party cookies, Oracle Advertising senior director, JAPAC, Matt Bennathan says it’s the one of the biggest opportunities to improve the industry for the better.
Next year will present one of the biggest opportunities in adtech. When Google drops third-party cookies from Chrome, advertising online changes for the better, forever.
People are fed up with companies they don’t know misusing an understanding of their personal habits online. Smart CMOs realise this has the potential to damage brands. Regulators have listened and are acting globally. Walled Gardens are shoring up dominant positions under the guise of privacy.
Moving the Web Beyond Third-Party Identifiers techdirt.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from techdirt.com Daily Mail and Mail on Sunday newspapers.
Updated Mar 04, 2021 | 13:31 IST
While third-party cookies would track individual user behaviour, the FLoC methodology is premised on clustering groups of users together based on particular behavioural variables. Representational image. | Photo Credit: iStock Images
Key Highlights
The new approach Google is taking towards user-targeting and ad-serving is likely to have huge implications for the digital advertising industry
The technology, presumably, avoids the privacy creep that third-party cookies have long been criticised for
According to the company, latest tests of FloC have already yielded positive results that advertisers can be encouraged by
Google, on Wednesday, sought to reinforce a message to advertisers and users alike, that once the age of the third-party tracking cookie comes to an end, “it will not build alternate identifiers to track individuals as they browse across the web.”