Google’s Federated Learning of Cohorts will create groups of thousands of people to target ads.
Warning messages that a site uses cookies could soon be a thing of the past as new test results show that Google’s technology to replace cookie-based ad targeting can be just as effective. Cookies have long since been used as a way to collect third-party data indirectly from users based on the websites they visit online. This data is then bought and sold to marketers and advertisers through online data exchanges. Google isn’t the only tech giant looking to phase out cookies as Apple and Mozilla have also introduced sweeping privacy changes to make it harder to track their users online using cookies. However, replacing cookies with a new system is a massive undertaking as the $330bn digital ad ecosystem has relied on them for years.
