Google alternatives to deleting cookies
Posted: Tue Dec 03, 2024 5:43 am
As you may already know, less than a year ago Google announced that it would remove third-party cookies from its browser , causing panic and uncertainty among marketers around the world. What will happen now?
This is the mystery that we will try to resolve throughout this article.
What alternatives will we have when Google eliminates cookies?
Google has admitted that relevant advertising is hard to imagine without third-party cookies, which is why it has introduced an alternative: Federated Alternative Learning of Cohorts (FLoC) .
In 2022, third-party cookies will be abolished by Google Chrome and as part of the Projekts Privacy Sandbox, Google has already integrated several approaches to enable performance-based advertising outlook email lists without third-party cookies. To do this, Google has brought into play the Privacy Sandbox technology for Interest-Based Advertising (FLoC). In this way, groups of people with common interests should replace individual identifiers .
I'm a little lost, how does it work?
To put it one step at a time, the Federated Learning of Cohorts (FLoC) method groups large groups of people together so that individuals cannot be identified in the crowd, for example by their names . That is why browser history must also be protected by internal processing on the device.
Google sees this method as an alternative to protecting third-party data without the need for cookies.
But how effective is this method?
The result will depend on the clustering algorithm and the type of target group. However, the first test of this method will come in March 2021, so we will have to wait and see how it works and if it really is a good alternative .
What test will be held in 2021?
One of the tests that will be carried out in 2021 to find the best alternative to cookies is the creation of the target group with FLEDGE. A system that will allow marketers to create relevant target groups without third-party cookies using a different principle from the privacy sandbox, called PLUMAR. This is intended to help store information about individual campaign bids and budgets via a secure server.
Companies that wish to do so can participate in the test via the API. The aim of this test is to demonstrate that it is possible to create target groups while complying with the GDPR and protecting their data.
However, one of the main problems that the elimination of cookies brings is for advertisers. Since they need to create target groups, focus on a segment, as well as measure their performance, all while guaranteeing the security of user data. Therefore, a secure and marketable alternative must be created. Hence, the API system is being considered to measure click conversions.
This is supposed to protect privacy by introducing noise. It also restricts the bits of conversion data that the API can send at any one time.
Additionally, to help marketers distinguish between real-world traffic vs. traffic generated by bots without third-party cookies, Google offers Trust Tokens that allow you to verify authentic traffic without identifying individuals .
As for the March test, it is expected to make it easier to detect fraud on mobile devices. That's why Google Ads teams will need to test the features with trusted users and integrate new optimizations based on feedback.
Fingerprinting protection will also be essential. To this end, Google Chrome is introducing Gnatcatcher, a feature that allows you to mask a person's IP address to protect their identity without disrupting website operations.
However, all these new technological solutions presented by Google are still in the development process and we will have to see how they evolve. There is still a year left before cookies disappear, so we will have to wait to see if these alternatives are definitive or if new ones will be developed.
This is the mystery that we will try to resolve throughout this article.
What alternatives will we have when Google eliminates cookies?
Google has admitted that relevant advertising is hard to imagine without third-party cookies, which is why it has introduced an alternative: Federated Alternative Learning of Cohorts (FLoC) .
In 2022, third-party cookies will be abolished by Google Chrome and as part of the Projekts Privacy Sandbox, Google has already integrated several approaches to enable performance-based advertising outlook email lists without third-party cookies. To do this, Google has brought into play the Privacy Sandbox technology for Interest-Based Advertising (FLoC). In this way, groups of people with common interests should replace individual identifiers .
I'm a little lost, how does it work?
To put it one step at a time, the Federated Learning of Cohorts (FLoC) method groups large groups of people together so that individuals cannot be identified in the crowd, for example by their names . That is why browser history must also be protected by internal processing on the device.
Google sees this method as an alternative to protecting third-party data without the need for cookies.
But how effective is this method?
The result will depend on the clustering algorithm and the type of target group. However, the first test of this method will come in March 2021, so we will have to wait and see how it works and if it really is a good alternative .
What test will be held in 2021?
One of the tests that will be carried out in 2021 to find the best alternative to cookies is the creation of the target group with FLEDGE. A system that will allow marketers to create relevant target groups without third-party cookies using a different principle from the privacy sandbox, called PLUMAR. This is intended to help store information about individual campaign bids and budgets via a secure server.
Companies that wish to do so can participate in the test via the API. The aim of this test is to demonstrate that it is possible to create target groups while complying with the GDPR and protecting their data.
However, one of the main problems that the elimination of cookies brings is for advertisers. Since they need to create target groups, focus on a segment, as well as measure their performance, all while guaranteeing the security of user data. Therefore, a secure and marketable alternative must be created. Hence, the API system is being considered to measure click conversions.
This is supposed to protect privacy by introducing noise. It also restricts the bits of conversion data that the API can send at any one time.
Additionally, to help marketers distinguish between real-world traffic vs. traffic generated by bots without third-party cookies, Google offers Trust Tokens that allow you to verify authentic traffic without identifying individuals .
As for the March test, it is expected to make it easier to detect fraud on mobile devices. That's why Google Ads teams will need to test the features with trusted users and integrate new optimizations based on feedback.
Fingerprinting protection will also be essential. To this end, Google Chrome is introducing Gnatcatcher, a feature that allows you to mask a person's IP address to protect their identity without disrupting website operations.
However, all these new technological solutions presented by Google are still in the development process and we will have to see how they evolve. There is still a year left before cookies disappear, so we will have to wait to see if these alternatives are definitive or if new ones will be developed.