Recently, the problem of privacy of user data has been actively covered. The scandal with Cambridge Analytica and Facebook , the implementation of the GDPR , multimillion-dollar fines for Google for setting cookies without the knowledge of users, updating iOS 14 (with tracking restrictions) - all this puts pressure on advertisers, advertising platforms and makes data privacy seriously concerned.
Google has developed and is actively testing a new technology that could replace traditional cookie-based ad targeting - Federated Learning of Cohorts (FLoC). In the article we will tell you what kind of technology it is and what advertisers can expect.
Why cookies didn't please and why you can't just pick up and refuse them
The main complaint about cookies is the lack of a guarantee of the confidentiality of user data. Third-party cookies installed on sites collect too much information about users. With the help of this data (history of search queries, page views, filling in fields in data entry forms, etc.), it is possible to identify a specific person, which is a serious threat to privacy.
At the same time, it will not be possible to simply remove cookies - too much rests on them:
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