Google presents the evolution of its work on the alternative to third-party cookies

During the 2019 edition of Chrome Dev Summit in San Francisco, Google presented its vision for the web, as the editor mentioned several elements, including the development of Privacy Sandbox, a secure environment for content that protects the privacy of users.

In short, Google I plan that for next year (the plan was from January 2020) block a common way for companies to track users of the Internet in its Chrome browser, which will have consequences for the operation of the Web, while the company is trying to meet the increasing privacy demands of users.

Google's plan is to prevent adware companies and other organizations from connecting your browser cookies to non-operating websites.

"After an initial dialogue with the web community, we are confident that with continued iteration and feedback, privacy mechanisms and open standards like the Privacy Sandbox can support a healthy, ad-supported web." obsolete. Once these approaches meet the needs of users, publishers, and advertisers, and develop the tools to mitigate workarounds, we plan to phase out third-party cookie support in Chrome. Our intention is to do it in two years. But we cannot do it alone, and that is why we need the ecosystem to participate in these proposals. We plan to begin the first tests of origin at the end of this year, beginning with the conversion measurement and continuing with the personalization ”.

In the last update of your project to replace third-party cookies For advertising purposes, Google said that testing a particular proposal looks promising.

Google planned to share some new findings that show the effectiveness of your federated learning cohort (FLoC) proposal, which is part of the privacy sandbox.

Chrome engineers have worked with industry on a larger scale, including web standards organization W3C, on Sandbox insights that Google and other ad tech players have come up with. According to Google, some of these ideas are likely to be explored further.

"It's a proposition," Chetna Bindra, group product manager for user trust and privacy at Google, said of FLoC's progress. "This is by no means the final or only proposal to replace third party cookies ... There will be no final API that we will explore further, it will be a collection of those APIs that allow things like interest based advertising, as well as for measurement use cases, where it is essential to be able to ensure that advertisers can measure the effectiveness of their ads ”.

Bindra said the company was "extremely confident" about the progress made on proposals and testing thus far.

Google's post says that the test results show FLoC to be "an effective privacy-focused proxy for third-party cookies." It states that advertisers can expect to see at least 95% of conversions per dollar spent compared to cookie-based advertising.

Basically, FLoC would place people in groups based on browsing behaviors similar, which means that only 'cohort IDs' and not individual user IDs would be used to target them. The web history and algorithm entries would remain in the browser, and the browser would only expose a "cohort" containing thousands of people.

"We're really finding that one of those early interest-based ad sandbox technologies is literally almost as effective as third-party cookies," Bindra said. “There are definitely many more tests to come. We want advertisers and ad techs to get directly involved. «

He added that the FLoC test numbers should reassure editors. Chrome will then make the cohorts available for public testing with its next launch in March, and plans to begin testing FLoC-based cohorts with advertisers on Google Ads in QXNUMX, according to the blog post.

Source: https://blog.google/


Be the first to comment

Leave a Comment

Your email address will not be published. Required fields are marked with *

*

*

  1. Responsible for the data: Miguel Ángel Gatón
  2. Purpose of the data: Control SPAM, comment management.
  3. Legitimation: Your consent
  4. Communication of the data: The data will not be communicated to third parties except by legal obligation.
  5. Data storage: Database hosted by Occentus Networks (EU)
  6. Rights: At any time you can limit, recover and delete your information.