Google will not build or use alternate identifiers to track users across the web

After Google’s cookies are disabled, Google will not create or use alternative IDs to track users on the Internet, the company announced on Wednesday. It also reiterated that its web products will be based on the Federated Learning of Cohorts (FLoC) API, which groups people with similar interests into groups so that advertisers can continue to show relevant ads while providing individual privacy.

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Google appears to be committed to its Privacy Sandbox, the company’s initiative to set new standards for targeted advertising, emphasizing user privacy. As an alternative to third-party cookies, FLoC is an important part of it, so advertisers may need to get used to this new targeting method, especially if alternative identifiers are not accessible.

“People do not have to agree to be found on the Internet to use good ads. That’s why Chrome decided not to support third-party cookies anymore.” We believe in the complex and unfamiliar methods that have been developed in the security field. protection. privacy can really overwhelm web publishers, ”a Google spokesman told Search Engine Land.

FLoC can make it difficult for marketers to allocate multiple channels and data. FLoC is based on Chrome and is therefore not part of a multi-channel advertising ecosystem. It also raises questions among consumers: if Google and ML AI customers were distributed in FLoC groups, would Google have individual data available?

For larger brands, this situation presents an interesting problem with data collection via email signatures, CRM data, rewards programs, and so on.

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• In January 2020, Google announced that it would end support for third-party cookies in the Chrome browser within two years.

• In October 2020, the company announced the results of a feasibility study testing the groups of the group. The test “shows the first evidence of the concept that you can customize and offer privacy” in a post-cookie world, said Chetna Bindra, Google’s senior product manager for trust and privacy.

• Google plans to test FLOC-based groups with Google Ads advertisers in the second quarter of this year. “Our tests show that advertisers can expect at least 95% conversions per dollar compared to cookie ads,” the company said in its ad.

Google does not create “alternate IDs” to track people

To address the privacy concerns of thousands of people around the world, search engine giant Google has announced that it will not set up ‘alternate IDs’ to track someone’s internet activity for its widely used Chrome product.

In a blog post David Temkin, Director of Product Management, Privacy, and Advertising at Google, said: “Today we make it clear that once third-party cookies are disabled, we will no longer set alternate IDs for people like them: Internet, not our products.

The company had previously announced it would end support for third-party cookies. Temkin also said Chrome announced last year that it wants to remove support for third-party cookies and that they are working with the wider industry on the Privacy Sandbox to create innovations that protect anonymity while still delivering results to advertisers.

Temkin said on his blog that the importance of real computer programs is that people should not see them through relevant advertisements. He also said advertisers don’t need to track individual consumers on the Internet to take advantage of digital advertising.

He encouraged the use of innovation in the space and said advancements in integration, anonymity, device processing, and other privacy protection technologies are a clear way to replace individual identifiers. He said the platform is promoting wider use of Federated Cohort Learning (FLoC).

Our latest FLoC test also shows a way to remove third-party cookies from ad comparison, where we prefer to hide people from large groups of people with common interests. Chrome plans to make FLoC-based groups available for public testing through source testing this month, and we hope to begin testing with FLOC-based groups in the second quarter. Chrome will also launch the first version of the new features for users in April and expand the services in future releases as more suggestions reach the initial testing phase and get more feedback from end-users and the industry.

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