People shouldn’t have to agree to being track across the web in order to reap the benefits of relevant advertising. And advertisers don’t ne to track individual consumers across the web in order to reap the performance benefits of digital advertising,” David Temkin, Google’s director of product management, wrote in the announcement. Advances in aggregation, anonymization, on-device processing and other privacy-preserving technologies show a clear path away from individual identifiers.
For example, instead of attributing interests to single users, we now have the ability to hide people in large crowds of people with common interests, while still showing them relevant and useful ads. Our latest tests of the Ferat Learning of Cohorts (FLoC) algorithm do just that, demonstrating what the future of advertising without third-party cookies could look like.
Aude Gandon, Nestlé Global Marketing Director
Developing strong relationships with customers has always botim database been critical to building a successful business, and this becomes even more important when it comes to preserving their trust. “We welcome this announcement from Google. We have long recognis and champion the importance of first-party data, and it will become even more vital in a privacy-first world,” said Aude Gandon, Nestlé Global Marketing Director.
Google will continue to support first-party relationships on our partner advertising platforms, allowing partners to connect directly with their own customers.
John Lee, President of Merkury and Chief Product and Data Officer of Merkle
Marketers and consumers alike want better-target always insert a url and a real location ads and stronger privacy protections,” said John Lee, president of Merkury and chief product and data officer at Merkle. “As the industry pivots toward first-party data, we see this as a necessary and total reset of digital advertising that will deliver a more meaningful and engaging experience with a brand across the entire customer journey.”
Once third-party cookies are phas out, other ad tech cyprus business directory vendors may offer a level of user identity for ad tracking across the web that Google won’t, such as PII graphs bas on people’s email addresses.
