Digital ads and FLoC, Google's new feature
Posted: Mon Dec 23, 2024 8:11 am
FLoC, which stands for Federated Learning of Cohorts, is Google's new privacy feature for digital ads.
With the new data privacy rules on the internet , companies have had to adapt to avoid violating user data . At the same time, giants like Google have been forced to think of alternatives so that it is still possible to personalize ads . And it is in this context that FLoC emerges.
Sounds confusing? Don't worry, we'll explain exactly what FLoC is and what impacts it can have on Google ads .
But, after all, what is FLoC?
FLoC is Google's new plan to get around two problems at once:
Ensure the privacy of user data .
Allow advertisers to continue targeting campaigns to specific canada phone number list groups without violating data protection laws.
How FLoC works
The change aims to eliminate third-party cookies when using the Chrome browser. This way, instead of tracking user behavior individually, each person will be placed into very specific groups based on their interests, called cohorts .
In other words, individual information will be hidden, making it difficult to identify a single person.
On the other hand, it will still be possible to identify clusters based on behaviors and interests so that companies can optimize their campaigns .
What is its impact on digital campaigns?
Although it is still new and no one knows for sure how FLoC will work, many experts already believe that the change will not be that positive .
First, because cohorting can cause problems for individuals , especially in research involving sensitive data, such as health conditions. In other words, if more than one person uses the same browser, they may end up seeing ads that would be appropriate for the other person.
When we look at digital security , some experts believe that FLoC is not prepared for more aggressive advertisers . In other words, Google's plan leaves a lot of room for brands to not be able to impact the right people.
And now, what are the next steps?
Unfortunately, no one knows for sure what's coming next. FLoC is still in the testing phase , so some things could still change.
With the new data privacy rules on the internet , companies have had to adapt to avoid violating user data . At the same time, giants like Google have been forced to think of alternatives so that it is still possible to personalize ads . And it is in this context that FLoC emerges.
Sounds confusing? Don't worry, we'll explain exactly what FLoC is and what impacts it can have on Google ads .
But, after all, what is FLoC?
FLoC is Google's new plan to get around two problems at once:
Ensure the privacy of user data .
Allow advertisers to continue targeting campaigns to specific canada phone number list groups without violating data protection laws.
How FLoC works
The change aims to eliminate third-party cookies when using the Chrome browser. This way, instead of tracking user behavior individually, each person will be placed into very specific groups based on their interests, called cohorts .
In other words, individual information will be hidden, making it difficult to identify a single person.
On the other hand, it will still be possible to identify clusters based on behaviors and interests so that companies can optimize their campaigns .
What is its impact on digital campaigns?
Although it is still new and no one knows for sure how FLoC will work, many experts already believe that the change will not be that positive .
First, because cohorting can cause problems for individuals , especially in research involving sensitive data, such as health conditions. In other words, if more than one person uses the same browser, they may end up seeing ads that would be appropriate for the other person.
When we look at digital security , some experts believe that FLoC is not prepared for more aggressive advertisers . In other words, Google's plan leaves a lot of room for brands to not be able to impact the right people.
And now, what are the next steps?
Unfortunately, no one knows for sure what's coming next. FLoC is still in the testing phase , so some things could still change.