We have become accustomed to the fact that most online services and portals are free to use. This has been possible over the past decades not only through advertising but also segmented advertising which allows advertisers to spend more money because they have a better return on their investment.
Google will change the way users follow
The price that has been paid for this has sometimes been that of privacy. Thanks to cookies, advertisers were able to create fairly specific online user profiles to serve us with advertisements that we were interested in, but at the cost of telling them more about us than we would like.
Google Europe has announced that when third-party cookies are stopped, it will stop tracking individual users and create API models to make advertising just as effective.
This change has in fact already reached the latest version of Chrome for Android with the inclusion, albeit for now only on an experimental basis, of the Privacy Sandbox.
So, as announced by the company, “Once the third-party cookies disappear, we will not create alternative identifiers to track users browsing the web and we will not use them in our products.. “
Create user groups with common interests
Google’s intention is to use FLoC (Federated Learning of Cohorts), that is, to aggregate users according to their interests, but without tracking them individually. Thus, if a user is part of a group, it is because he is interested in something, but no personal data will be known about him anymore, only that advertisers would be interested in serving advertisements for a product. specific.
This is aimed at providing effective advertising for businesses and advanced privacy for Internet users. In fact, according to studies by Google, this new way of displaying advertising is, at least, effective in 95% of the cases where advertising with cookies worked.
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