Google won't build alternate identifiers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 04, 2021, 4:07 AM UTC

Advertisers will instead need to use Google’s Federated Learning of Cohorts (FLoC) to group and target consumers with similar interests.

In a recent announcement, Google stated that once third-party cookies are phased out, the company won’t build or use alternate identifiers. Google reconfirmed that its web products will be backed by FLoC API, using which advertisers can serve relevant ads to consumers while respecting privacy.

FLoC will help Google to establish new standards for targeted advertising and ensure user privacy. However, with no other viable alternatives to avail post-cookie, attributing cross-channel data could be difficult since FLoC is chrome-based and doesn’t have a multi-channel advertising ecosystem.

Bigger brands hence need to collect first-party data via emails, signups, CRM and reward programs to learn about prospects and retarget them. FLoC-based cohorts will be tested with advertisers during Q2 of 2021.

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