the future of advertising without third-party cookies could look like
Posted: Tue Dec 17, 2024 4:46 am
“People shouldn’t have to agree to being tracked across the web in order to reap the benefits of relevant advertising. And advertisers don’t need to track individual consumers across the web in order to reap the performance benefits of digital advertising,” David Temkin, Google’s director of product management, wrote in the announcement. Advances in aggregation, anonymization, on-device processing and other privacy-preserving technologies show a clear path away from individual identifiers.
► For example, instead of attributing interests to single users, we now have the ability to hide people in large crowds of people with common interests, while still showing them relevant and useful ads. Our latest tests of the Federated Learning of Cohorts (FLoC) algorithm do just that, demonstrating what
“It is essential that the entire advertising industry works together to create and promote skype database a safe environment for people’s privacy ,” said Luis Di Como, Executive Vice President of Global Media at Unilever.
“Google’s announcement is a step in the right direction to help improve consumer data privacy, and we should continue to build on many of these initiatives across the industry.”
"We have long recognized and advocated for the importance of first-party data, and it will become even more vital in a privacy-first world."
Aude Gandon, Nestlé Global Marketing Director.
Developing strong relationships with customers has always been critical to building a successful business, and this becomes even more important when it comes to preserving their trust. “We welcome this announcement from Google. We have long recognised and championed the importance of first-party data, and it will become even more vital in a privacy-first world,” said Aude Gandon, Nestlé Global Marketing Director.
► Google will continue to support first-party relationships on our partner advertising platforms, allowing partners to connect directly with their own customers.
"We see this as a necessary and total reset of digital advertising that will deliver a more meaningful and engaging experience with a brand throughout the entire customer journey."
-John Lee, President of Merkury and Chief Product and Data Officer of Merkle
“Marketers and consumers alike want better-targeted ads and stronger privacy protections,” said John Lee, president of Merkury and chief product and data officer at Merkle. “As the industry pivots toward first-party data, we see this as a necessary and total reset of digital advertising that will deliver a more meaningful and engaging experience with a brand across the entire customer journey.”
► For example, instead of attributing interests to single users, we now have the ability to hide people in large crowds of people with common interests, while still showing them relevant and useful ads. Our latest tests of the Federated Learning of Cohorts (FLoC) algorithm do just that, demonstrating what
“It is essential that the entire advertising industry works together to create and promote skype database a safe environment for people’s privacy ,” said Luis Di Como, Executive Vice President of Global Media at Unilever.
“Google’s announcement is a step in the right direction to help improve consumer data privacy, and we should continue to build on many of these initiatives across the industry.”
"We have long recognized and advocated for the importance of first-party data, and it will become even more vital in a privacy-first world."
Aude Gandon, Nestlé Global Marketing Director.
Developing strong relationships with customers has always been critical to building a successful business, and this becomes even more important when it comes to preserving their trust. “We welcome this announcement from Google. We have long recognised and championed the importance of first-party data, and it will become even more vital in a privacy-first world,” said Aude Gandon, Nestlé Global Marketing Director.
► Google will continue to support first-party relationships on our partner advertising platforms, allowing partners to connect directly with their own customers.
"We see this as a necessary and total reset of digital advertising that will deliver a more meaningful and engaging experience with a brand throughout the entire customer journey."
-John Lee, President of Merkury and Chief Product and Data Officer of Merkle
“Marketers and consumers alike want better-targeted ads and stronger privacy protections,” said John Lee, president of Merkury and chief product and data officer at Merkle. “As the industry pivots toward first-party data, we see this as a necessary and total reset of digital advertising that will deliver a more meaningful and engaging experience with a brand across the entire customer journey.”