Making sense of Google’s FLoC alternative to third-party cookies: Tuesday’s daily brief

How many identity providers are there? Unfortunately, there are a number of high-tech and data providers out there, and are all open source developers getting into Google Chrome’s privacy sandbox?

The situation is fascinating because it differs from industry collaboration and fierce competition to do the right thing as a salesperson. After all, the third-party cookie game is over, and not everyone is sure that restoring some form of contextual advertising is a viable alternative. I’ve recently talked to a lot of people about how these alternatives will work. Do we have a standard or a wide choice? And do they really show what ROI marketers expect?

Finally, the next day, I couldn’t resist the quote. In my name … you choose, but it appeared in the papers a few years ago.

Does Google’s FLoC alternative to third-party cookies make sense?

FLoC (Federated Learning of Cohorts or FLoC) is one of the main accountability options developed in Chrome’s Privacy Sandbox. In fact, it is about detecting the online behavior of groups of individuals and storing data in the browser. Create a target audience, albeit anonymously, for marketers.

Opinions differ on how attractive FLoC can be to marketers. Michael Schoen, senior vice president of GM and Neustar Marketing Solutions, told us, “The initial results Google shares are promising. Consider the results with a few teaspoons of salt, as this is usually done against ads that no one is promoting. Sure … Target. Online. Advertising. “

Patrick O’Leary, founder, and CEO of booster said advertisers are increasingly concerned about the sheer number and variety of customization options offered not only by Google but also by techs and data providers. Does it just fit in Chrome? What will happen to my Apple or Android device, my Roku or set-top box? Verizon Media announced that they have an identity solution and that DSPs have identity solutions. If I were an advertiser I would get confused and worried if it weren’t interoperable.

Apple’s IDFA plan infuriates Facebook

Google is not just a title to protect consumer privacy. Apple’s changes to its IDFA, the advertiser ID in the app, are imminent and the details of what is being proposed are concerning and, in Facebook’s case, outright condemnation.

All applications on Apple devices will be forced to detect explicit consumer comments. “Apple is taking a very aggressive stance,” said Neuter’s Michael Schoen, “because not only do they need participation but also… The app literally doesn’t have access to IDFA, and Apple doesn’t need any other IDs either. Apple, it will be interesting to see how it works.

Facebook will aggressively notify consumers to sign up and deny that Apple’s decision is competitive. “To log in to a user,” Patrick O’Leary said to an idiot. This is gold. Facebook has a lot of behavioral and contextual information about people. It is [users] ability to leave a network that makes Facebook uncomfortable. Since about 80% of Facebook users can access the device through the mobile device platform (small percentage access from the iPhone), users will not choose what data to use from Facebook to remember.

Because we care. Facebook has been on strike since the announcement of the boycott in 2020, but its tendency to prevent (unauthorized) user data from being collected is at the heart of its value proposition for marketers.

Automattic to get Parse.ly

Automattic, the profitable open-source WordPress CMS company, has announced that it is acquiring the widely used content analytics platform Parse.ly with the aim of integrating it with the WordPress WordPress business. WordPress VIP customers have access to Parse.ly features such as content measurement and analytics and AI content recommendations.

The acquisition cost was not disclosed.

Because we care. This is an acquisition that can help WordPress establish its domain in the market as a CMS editor.

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