FLoC may yield better returns per dollar

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 03, 2021, 4:17 AM UTC

Federated Learning of Cohorts (FLoC) solution by Google works by creating a lookalike audience and processes web browsing behaviour on individuals’ devices.

With Google eliminating third-party cookies, its Privacy Sandbox’s FLoC technology is currently being tested. Claims suggest that with FLoC, advertisers can achieve at least 95% of the conversions per dollar spent, as compared to what cookie-based advertising yields.

However, despite this claim, inefficiencies and waste, to an extent, would remain a concern among advertisers. Meanwhile, the measurement and analytics aspects of video, banner, social ads and multichannel campaigns must remain unaffected while preserving consumer privacy.

In response to this, Google hopes to provide a click-through attribution solution through Privacy Sandbox. The article notes combining multiple solutions could help brands survive the onslaught of privacy changes.

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