If you’ve been following the news in the digital media industry, you’ve likely heard that advertisers have been anticipating the shift away from third-party cookies for quite some time now, coming off the mounting concerns around user privacy. With Google being an industry leader – both with the largest worldwide ads business and an owned internet browser, Chrome – we’ve all been anxiously awaiting how they will approach the shift. As PPC marketers, it’s important that we understand the changes, inform our clients and monitor our campaign data as new tracking methods come to light.
Earlier this month, Google made an announcement explaining that they would not build or use any alternate identifiers to track users for advertising, and that they would instead be testing one of their Privacy Sandbox initiatives, known as FLoC, or Federated Learning of Cohorts. Though this is only in testing, our team is doing our best to remain up to speed on FLoC and how it works.