Begin understanding Google’s alternatives to cookies to prepare for cookie-exit

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 27, 2021, 3:14 PM UTC

With the Privacy Sandbox, Google offers solutions like FLoC and Fledge to target customers post cookies.

Google is not changing policies about how businesses collect and use data gathered from Google-owned products like Ads and Analytics. The company has also proposed the Federated Learning of Cohorts (FLoC), a kind of web tracking that uses algorithms to group audiences into cohorts based on browsing history.

Google’s Privacy Sandbox initiative also includes “Fledge”. This proposal enables marketers to reach prior visitors to the brand website through remarketing. This will be based on a model designed to store information about a campaign’s bids and budgets.

Meanwhile, brands will have to gather data about their customers to ensure better ROI, data accuracy and improved attribution. Some ways to collect first-party data are email subscriptions, social media and point-of-purchase. Similarly, marketers can opt for contextual targeting using Google’s Display network.

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