Privacy SandBox: From Cookies to FLoC
For decades, cookies have been fed with users' private data, which bulk sms brazil has made them the main source of knowledge for personalizing ads in the online market. This transfer of data has been increasingly regulated by official bodies through different privacy laws , but it is not enough. Users demand a reality in which their information and identity are protected when browsing, and in turn, advertisers need to not see their advertising campaigns compromised. It is time to find a solution.
As we mentioned, Google has already officially announced that through its Privacy Sandbox project it is successfully testing some tools that improve user privacy without losing the personalization of ads. One of the most notable is federated learning of cohorts or FLoC . Broadly speaking, we can simplify its operation as a segmentation by groups with common interests, not by individual users. Instead of storing user data , they will be grouped into affinity groups to impact. The browser algorithm will gradually learn and will associate in real time which cohort the user belongs to depending on their interests. Advertisers will not be able to access the user 's browsing data in particular, only those cohorts or affinity groups to focus their advertising.
Privacy Sandbox
Will this change affect the performance of online campaigns?
Tests conducted with this new API indicate that FLoC can be considered an effective replacement for cookies. Google claims that it will be able to obtain at least 95% of conversions per dollar spent compared to cookie-based advertising.
