A few weeks ago, we wrote about changes in the industry, heralded by Google's decision to opt-out of third-party cookies. In the article, we write about how we deal with the upcoming change and why we sleep soundly.
Let's start from the beginning. Cookies are used to track users' activity moving between the pages of a given browser. They make it possible to determine users' individual preferences and display advertisements of interest to them. Until now, external companies have placed external identifiers, i.e., third-party cookies, on the pages of a given browser. The companies had complete control over where they wanted to put the treatment codes.
The new Google tool will be Federated Learning of Cohorts (FLoC). The collected data will fall into a cohort (group) of users with similar interests, so they will not be analyzed individually as in the case of treatment codes. Thus, FLoC allows for ad targeting but is based on averaged data from a cohort.
Why is this shift likely to hit the industry? According to StatCounter from April 2021, Chrome's global search engine market share is almost 70%. Apple's Safari comes second with only 20%. This is a big gap, and one thing follows - Google is a giant. Google jest gigantem.
So far, many companies have used the possibility of targeting ads based on data collected by treatment codes placed on the pages of the Google Chrome browser. Change is chaotic and raises concerns about possible limitations. Some companies are already wondering how to get out of this situation unscathed. We know what strategy to choose, and we have successfully used it for years!
The departure from third-party cookies is nothing new. Apple and Mozilla have already decided to take such a step. A well-known practice is ad targeting based on mobile users' mobile advertising ID and online and offline data.
On this basis, we also act. In addition to signals from mobile applications, we also use Geotrapping® and geotargeting tools to collect data. We use them to build unique user behavioral profiles. We combine mobile data from our DMP with purchasing data on the platforms we use. This action allows us to access profiles on various surfaces and devices. We believe that using proven technological foundations always pays off, and we can now prepare an offer tailored to the upcoming situation. We have been thinking ahead and preparing for dynamic changes in the industry for years.
You will find the full range of our services on the website, and if that is not enough… contact us, and we will present you with an individual offer tailored to your company's needs!
[Update: July 2021]
In June, an article on the postponement of implementing changes to the cookie policy appeared on the Google blog. The company announced that they would implement the modification not in 2022, as previously thought, but in 2023. People representing the giant explain that the decision was made out of concern for entities conducting campaigns using third-party cookies. The company wants to give them more time to adapt to change.
Is that the only reason? The media indicates that Google encountered an obstacle in testing the modifications, resulting in the date change. The GDPR data protection law operating in the European Union does not allow for free testing of Federated Learning of Cohorts (FLoC) within its scope. Until the problem is resolved, Google will not make changes to the cookie policy. So the question arises - will the company be able to carry out the appropriate tests and modify them by 2023?
