Google is testing to replace cookies

Google is testing to replace cookies

She said a company Google is in a fresh update of its plans to replace third-party cookies for ads: Tests on a particular proposal look promising.

Google plans to share some new results that show the effectiveness of its proposal Federated Learning of Cohorts Or FLoC which is part of Privacy Sandbox for Chrome in a new post.

Privacy Sandbox initiative It was launched in 2019 in order to replace cookies while cushioning the impact on publishers.

And according to Google, it was about finding a solution that protects user privacy and allows content to remain freely available over the open web.

Shortly after announcing the initiative, Google said: It is ending support for third-party cookies, which feed much of the digital advertising system, in Chrome within two years of January 2020.

And theWorks Chrome browser engineers with the broader industry, including with the W3C Web Standards Organization, regarding Thoughts Privacy Sandbox suggested by Google and other advertising technology operators.

Google says: What may result is a move forward with a number of these ideas, and that FLoC is just one proposal, not the final or only proposal to replace the profiles.

Test results show that FLoC is an effective privacy-focused alternative to third-party profiles.

Google says that advertisers can expect to see at least 95 percent of conversions for every dollar spent compared to profile-based ads.

FLoC puts people into groups based on similar browsing behaviors, which means that only group IDs are used and not individual user IDs to target them.

Web history and algorithm input are preserved in the browser, as the browser only displays a group of thousands of people.

The search giant explained that it sees one of Privacy Sandbox’s early technologies for interest-based advertising as being literally as effective as cookies.

These groups, which can include people with similar behaviors, allow targeting based on those interests, and instead of targeting at the individual level, this would target groups.

The difference is the fact that they no longer track every user across the web, and there is now this privacy concept for users grouped into a group.

Chrome should offer beta groups for public testing with its next release in March, and it is expected to begin testing FLoC-based groups with advertisers in Google Ads in the second quarter.

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