08 Mar Goodbye to Google’s targeted ads
Search history-based advertising is a thing of the past
Cookies, the small tracking files generated by devices each time a website is visited, collected the information and became controlled by Google. From this history, profiles are created about each person’s interests and improved the effectiveness of ads on the Google Ads platform.
For many years this tool has been central to Google’s online advertising.
But last year, the company reported that it is joining rival browsers, Safari and Firefox, in dropping the tracking strategy. Moreover, it has recently been reported that this feature will not be replaced by any other.
“Users should not have to accept being tracked online in order to benefit from relevant advertising. And advertisers should not have to track consumers online to reap the benefits of digital advertising,” explains David Temkin, Google’s director of product management, advertising privacy and trust.
Other strategies: FLoc
With the tactic of leaving cookies behind, Google wants to focus on forming interest groups collectively without analyzing individual users. In this way, advertisements are still served, but the risk to the privacy of each individual is reduced.
The new strategy to be acquired is FLoc (Federated Cohort Learning). This brings together people with common interests and provides that group with the target of the campaign. Google claims that with FLoC, compared to cookie-based advertising, the company has implemented a targeting system that can increase the conversion rate per dollar of investment by 95%. Thus, advertisers will have to pay more to get the same return on investment as they do now.
Over the years, Google has faced increasingly strict oversight of the data it collects from users by governments and regulatory agencies. At times, this increased oversight has also resulted in costly fines and restrictions for the billionaires.
The new model will allow it to continue to operate, but with less regulatory pressure and benefits for the browser.