On Jan. 25 Google announced a major evolutionary change for its privacy sandbox campaign to eliminate third-party cookie usage for its digital ads and analytics solutions. Until then Google had been developing a data privacy management framework, called Federated Learning of Cohorts (FLoC), that intended to help serve digital ads while preventing unwanted ads and covert tracking online from third-party solutions.
Now Google has replaced FLoC with an algorithmic API framework called TOPICS for its privacy initiative. The tech giant believes TOPICS will offer the right combination of personalized advertising insight and protection of consumer privacy.
How Google TOPICS Improves Interest-Based Marketing and Privacy
Given its market share dominance in browser usage and online search, Google has been working to position itself at the vanguard of the industry transition away from third-party data generated from browser cookies. Its first attempt resulted in FLoC.
FLoC was designed to replace cookie-based advertising signals by applying machine learning modeling to browser history. The models note the topic of a website visited through a browser, match the topic to a category, and then allow the appearance of personalized ad campaigns based on the category. The categories are simple descriptions that are relevant to consumer activity, such as "travel" and "fitness."
The initial plan was to roll out FLoC, allowing marketers to gradually adjust supporting ad campaigns and search...
Read Full Story: https://www.cmswire.com/digital-marketing/how-google-topics-impacts-the-analytics-ecosystem-for-marketers/
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