Google promises a future in which data protection on the web comes first: “privacy first”. Accordingly, the data group does not track individual users for ad networks. Google’s Chrome browser will no longer support cookies set by third parties (third-party cookies) in the near future. While some advertisers are developing replacement methods, Google is not planning a direct successor. However, this only applies to PCs, not Android and mobile phone apps.
David Temkin, responsible for data security in the advertising sector at Google Google explains this in a blogOnline advertisers do not need to track consumers individually to take advantage of digital advertising. Instead, users should be assigned to interest groups that allow efficient advertising. It is possible for advances in aggregation, pseudonymization and data processing on end devices.
Interest Group Sandpit
Google is not only concerned with changing cookie technology, but with a whole range of processes. This should enable the targeted distribution of tailored advertising without completely undermining users’ privacy. Part of the package of measures called the “privacy sandbox” is FOOC – Federated Learning of Cohorts, i.e. personalized advertising without user profiles.
Until now, cookies stored in browsers have allowed ad networks to create personal profiles and display advertisements based on them. The new system aims to move the target to the browser. To do this, the history of the browser changes to fuzzy hash values. Users with similar surfing habits calculate the same hash value. Only part of the hash value is shared with the Google server.
This ensures that groups that can be addressed by advertisers have a fixed minimum size, but also that they do not become too large. Advertisers and networks should no longer access separate user identities, but only address groups as a whole. Tankin said this is a response to the growing desire for data protection among users and legislators.
Google Chrome gets FLoC
According to Google Manager, Google Chrome will integrate FLoC this month to test behavior with desktop browser users. In the second quarter, Google would like to test the FLoC concept with Google advertising customers.
For the Android mobile operating system, the privacy sandbox approach that is now debuting in the desktop sector has not yet been confirmed. Google is already considering an Android option for Apple’s tracking permission that could use the FLoC concept. It is currently being discussed internally on Google.
Google does not touch cookies that come from the same server as the website accessed. In addition, advertisers with Google’s own services will still be able to address individual users, whose contact details are already known to the advertiser concerned. For example, if a company knows your g-mail address, they will be able to advertise you directly on YouTube in the future. However, it will be more difficult for the company to know your exact surfing habits.
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