The Nuance of Your Secrets Under a Magnifying Glass:
Everyone on the web eager to find what they are looking for is going to quickly hop on a search engine to find results, and expect as streamlined and accurate results as possible. Where things get much more serious is regarding the current state of privacy: Google now wants to change the way that we are tracked while using the web, and the companies that have been enjoying all of the data they have scrubbed until now aren’t too thrilled.
FloC is short for “Federated Learning of Cohorts”, and the goal is to give advertisers a viable means of targeting ads without completely exposing details on individual users. Advertisers will set up groups that are defined by specific interests in order to identify demographics, rather than using more personal info such as purchase histories, browsing and other elements consumers have shown distaste for.
Abandoning the Cookie as The Prying Eye:
This is a way to keep browser history hidden and have potential advertisers only identify the ID. Many users are tired of traditional cookies because they can easily let advertisers know where you are located, and if you have visited specific URLs in the past. As cookies have enjoyed a very full (and invasive) lifespan for marketers of many products, they can now pinpoint your IP and other private information even when you are taking strides to implement anti-tracking measures.
Apple was one of the first companies to actively fight back against this variety of tracking with a process of entirely blocking it without users’ permission. It is in Google’s best interest to continue to allow this targeted advertising but keeping the users fully anonymous, and wants to replace cookies with FloC next year. Even though many entities are now making the claim that targeting is very invasive, it’s not just niche markets such as pharmaceuticals or makeup that are seeing huge profits after using these means to track buyers.
Revolutionizing Revenue For The Future:
No new method from any digital entity is perfect, and some are worried that it leaves the already all-powerful Google with even more say in what happens on all sides. Before other browsers besides Chrome fully adopt it, the security and privacy traits are going to have to see quite a bit of increased tightening-up, and anyone now reaping the many benefits of targeted advertising will have to concoct a replacement on the double.
Building your all-important email list will be even more crucial than ever, and we’ll be keeping up on all the news to ensure that our clients are honing in on the correct ways to target audiences. This type of advancement means that the publisher may know who the end-user is through authentication/geolocation, which knows of your interest but allows for more privacy without giving up your wholehearted identity. Google has a strong incentive to cause as little disruption as possible to the current way of doing things, but we will be investigating every step of the way to assure that ROI is viably accomplished, and stellar summer conversion goals are met!