Google recently announced that the browser Google Chrome would not have compatibility with third-party Cookies after 2022. Clearly The company’s goal with this decision is to recover users’ trust. Even if it will completely change how digital marketing is done today.
This action is part of Google’s Privacy Sandbox initiative, created to develop strategies to make the web a safer place for people while supporting advertising. Moreover, the company has said that they will not be using any system to track users as cookies do in the future.
Pew Research Center found that 62% of American adults feel it is impossible to go through daily life without companies collecting data about them. Google is working hard to change this perception.
Federated Learning of Cohorts
Today digital marketing is possible thanks to the information collected by Cookies. This data allows companies to offer their clients what suits best their necessities. But now the whole game will change.
Right now Google’s strongest alternative to replacing Third-Party Cookies is called Federated Learning of Cohorts (FLoC). This system clusters large groups of people with similar interests to “hide them” in the crowd and assure them anonymity.
Tests made by Google have shown that FLoC can replace third-party cookies effectively without compromising digital marketing. “Our tests of FLoC to reach in-market and affinity Google Audiences show that advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising”. Claims the company and explains that the results may vary depending on the clustering algorithm’s strength and the type of audience reached.
Is digital marketing in danger?
No,but advertisers need to adapt. As Jonathan Treiber, retail-industry sales experts, suggests, digital marketing can benefit from this new system because it will provide more reliable information about the clients than the traditional third-party Cookies.
The advertising dynamics will change. And companies that rely on Digital Marketing must create new strategies that, done correctly, could be more successful. If you want to know more about the upcoming changes in the online world. Be sure to check our web page or social media. We analyze the demands and scenarios that allow us to offer the best campaigns to obtain the best conversion results.