Google is ‘very confident’ about third-party cookie options


In the latest update to its plans to replace third-party cookies for advertising, Google said tests on a special offer looked promising.

Google planned to share some new findings in a running blog post on Monday showing the effectiveness of the “federated learning of cohorts” of the Chrome browser’s proposal for a “privacy sandbox”. “Sandbox” is an initiative launched in 2019 to find cookie alternatives while minimizing the impact on publishers and other players. In Google’s words, it was about finding a solution that both protects user privacy and allows content to be available on the open web.

Long after the initiative was announced, Google said it would end support for third-party cookies in its Chrome browser within two years of January 2020, much to the digital advertising ecosystem.

Chrome engineers are working with the wider industry, with web standards organization W3C on ideas in the sandbox proposed by Google and other advertising tech players. What the results are likely to be is a number of these ideas going forward, Google says.

“It’s a proposal,” Chetna Bindra, group product manager for user trust and privacy at Google, told CNBC of “FLoC” progress. “This is not a final or singular proposal to change third-party cookies … there won’t be a final API that will go ahead, it will be a collection of them that allows for things like interest-based advertising, as well as measurement. For use cases, where it’s important to make sure advertisers can measure the effectiveness of their ads. ”

Bindra said the company is “extremely confident” about the proposals and progress on the deal.

Google’s Monday post says that the test results show that FLoC (like a flock of birds, taking into account bird-themed proposals like “Turtledove” and “Swall”) “has an effective privacy for third party cookies -Central substitution is the “” sign that advertisers can see at least 95% conversion per dollar compared to cookie-based advertising.

FLoC will essentially place people into groups based on similar browsing behaviors, meaning that only “cohort IDs” and not individual user IDs will be used to target them. Web history and input for the algorithm will be placed on the browser, with the browser only exposing the “cohort” that holds thousands of people.

“We’re really seeing that one of these first sandbox technologies for interest-based advertising is actually almost as effective as third-party cookies,” said Rinder, “” there’s definitely a lot more testing coming out. We are very keen to connect directly with advertisers and advertising technology. ”

Bindra said these co-workers may include people who have interests that are interested in gardening or rock music, yet targeting based on those interests will be allowed. Instead of targeting at an individual level, however, it would target groups.

Bindra said, “The only difference really would be that they are no longer tracking every user on the web. In fact there is a perception of privacy for users who are now within a cohabitation.”

He said the FLOC test data should be reassuring to publishers. In the next post, Chrome will make peers available for public testing with its next release in March, and in the second quarter Google hopes to begin testing FLoC-based peers with advertisers in ads, the blog post says.

Mybox Younger, a senior director of global data practice at MightyHive, said the sandbox proposals are getting everyone “into how we can build new features in the Chrome web browser together for user privacy and the death of third-party cookers.” Can solve. ” Preserving the ability of a brand to advertise effectively. “They spoke before Google’s latest findings were released.

One question is whether players are actually going to use it.

“I’m not sure this is something Google is only able to flip a switch on and turn it on,” he said. “Publishers have to use it. People need to start using this system.” [Google] This needs to be proved. ”

Paul Bannister, chief strategy officer at CafeMedia, said advertisers and publishers have some fear of the unknown as it relates to what comes next.

“I think we all want to believe that it will be good and we all want to go to a place where users have more privacy and the web works better.” But given how complex and technical the process is, it is unclear exactly what will happen next.

He said that there is some fear that such actions may lead to the “walled gardens” of companies like Facebook and away from advertising on the open web.

UK antitrust officials also monitor the plans and are investigating whether a plan to remove third-party cookies from Chrome could harm online advertising competition. The Competition and Markets Authority is looking into whether Google’s plan could cause advertisers to shift spending on Google’s own devices at the expense of their rivals.

In response to an email, Bindra stated, “The Privacy Sandbox has been an open initiative since the beginning and we welcome CMA’s participation as we innovate to reduce a healthy, ad-supported web without third-party cookies. Work to develop proposals. “

Some privacy advocates are also skeptical of the “FLOC” approach. The Electronic Frontier Foundation wrote in 2019 that these synergies could be used in harmful ways, helping discriminatory advertisers identify and filter out groups representing vulnerable populations.

“EFF Staff Technologist” EFF Staff Staff Technologist “The name of a flock will essentially be a behavioral credit score: a tattoo on your digital forehead that tells you who you are, what you like, where you go, what you buy. Are and what to buy. Bennett Siffers wrote in a blog post. “The names of the herd will likely be derogatory to users, but can reveal incredibly sensitive information to third parties.”

Whether machine learning will create synergies based on health issues or low income status or some of the other sensitive features is in question.

“It can potentially do a lot of scary and arguably illegal things,” Bannister said. “How will Chrome prevent this?”

Google said in the docs that its analysis evaluates whether a coworker can be sensitive without learning why it is sensitive, adding that coworkers revealing “sensitive categories” such as race, sexuality or personal difficulties were blocked The clustering algorithm was added again to reduce the OR or correlation.

Google said that serving individual ads on these sensitive categories is against its policies.

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