Google sent a blast wave through the advertising and publishing industries last year when it announced it planned to scrap third-party tracking cookies, which are a crucial tool for online marketers. to not worry, the corporate announced Monday. it's a viable alternative within the wings.
"It might be hard to imagine how advertising on the online could be relevant, and accurately measured, without third-party cookies," Google's Group Product Manager for User Trust and Privacy Chetna Bindra wrote within the company's Ads & Commerce blog.
"When the Privacy Sandbox technology for interest-based advertising (FLoC) was first proposed last year, we started with the thought that groups of individuals with common interests could replace individual identifiers," she continued. "Today, we're releasing new data showing how this innovation can deliver results nearly as effective as cookie-based approaches."