Is this melon ripe?
Editor’s note: This article is from the micro-channel public number “CSDN” (ID: CSDNnews), Author: Changjiang -.
Google finally has an alternative to cookies, a long way to go!
Cookies have been loved by most advertisers for a long time. The main reason is that cookies are regarded as third-party data and are therefore one of the main ways for advertisers to locate users online.
In recent years, Cookie has been opposed by more and more people in the industry. With the help of cookies, user data collected from users through browsers or websites is often sold on a large scale by third parties, which poses a certain threat to the privacy and security of every user. Because of this, the industry has begun to generally believe that cookie technology is becoming increasingly insecure.
However, in the past few years, the entire digital advertising ecosystem was mainly built around cookies (with a global value of nearly 330 billion U.S. dollars). Therefore, it is also a huge challenge to find alternatives to cookies quickly.
Recently, Google is testing an API called FLoC (Federal Queue Learning), which can effectively replace third-party cookies and be embedded in Google Chrome as a browser extension. Google said that the technology is expected to replace cookie-based advertising targeting.
The value of cookies is not irreplaceable
On January 14, 2020, Google stated that in order to protect user privacy, Google Chorme will gradually delete third-party cookies over a two-year period.
One year later, Google has made new discoveries in the Federated Learning of Cohorts (FLoC) test for audiences: Compared with cookie-based advertising, with FLoC, advertisers can expect every dollar spent on advertising The conversion rate is as high as 95%.
The working principle of FLoC is to use machine learning algorithms to analyze user data, and then create a number based on the website that each person visits.Thousands of people gather in groups. In this process, advertisers will not obtain the user’s local data, but directly obtain a wider range of user portraits to distribute advertisements. Split the originally integrated data collection into two blocks of personal privacy and behavior path. Advertisers collect site information depicting user portraits, which is actually enough to provide a reference for their advertising, and the user’s local browser data will never be shared.
Difficulties in eliminating cookies
Although all major browsers, including GitHub, have explicitly banned third-party cookies, in fact, the road to eliminating cookies is not easy.
Based on the US CCPA (California Consumer Privacy Act), Google’s user privacy protection work coincides with Apple’s latest “App Transparency Policy”. In the iOS 14 system, Apple requires application developers to inform users that they are collecting relevant data and let them choose whether to accept tracking. Make it more difficult to track individual user data online. Google subsequently announced that its iOS version of the application will stop using certain tracking methods to avoid displaying Apple’s upcoming permission pop-up prompts.
Apple’s approach to abandoning cookies is to use IDFA (Identifier of Advertiser) user tracking to target potential users based on their interests, check whether users have actually clicked on online advertisements, and guide users to install advertising content And specific App. This approach came to users with the iOS 14 update, but the problem that followed was that advertising solutions like Apple affected the marketing strategies and profits of many companies, including Facebook.
Facebook once stated that Apple’s IDFA “will severely affect Facebook’s advertisers’ audience network because it will rely heavily on hardware application advertising.” It also stated that it will no longer be mobile IDFA on iOS 14 devices data.
Apple’s rapid response to the US CCPA Act has affected the cooperation of major applications and partners to another extent. Facebook believes that changes in platform policies are critical to the promotion and advertising of various industries, and these updates will have a profound impact on the developer ecosystem.
Compared with Apple, Google’s approach is relatively more gradual and more suitable for collaboration with partners.
Let the advertising industry and partners participate together
In the process of phasing out cookies from Internet advertising targeting, Google found that one of the most difficult steps is that there is no better solution to replace it.
Many developers prefer to use “first-hand data”, or directly from the data uploaded by users to the website to target ads, but the problem is that not everyone has strong enough customer relationships to collect these data, if not The way to use a certain way of analyzing data to target advertising groups, they can not continue to advance.
Google has followed a part of the Privacy Sandbox (Privacy Sandbox) program proposed in 2019, which proposed a set of rules to phase out cookies in a privacy-friendly way, which combines industry consulting and partner participate. Relatively speaking, this is a wiser approach.
Chetna Bindra, Google’s head of user trust and privacy for advertising, said that the “industry-first” approach is more appropriate for Google: “The core of the process of replacing cookies is a number of technologies. Innovation, our focus has always been not to abandon third-party cookies right away, but to involve the entire advertising industry and truly integrate into this way of cooperation, which is crucial for such a large-scale change. “
However, Google also has other proposals to replace cookies, so there is no guarantee that FLoC will be Google’s final plan to eliminate cookies, but according to the current impact of FLoC, Google is still encouraged.
Welcome to leave a message to discuss, what do you think of Google FLoC’s plan to replace cookies?