After postponing it twice, Google announced last July that it would ban all third-party cookies from its Chrome browser in 2024. That will finally be the year that cookies disappear for good, which has caused marketing teams to “reimagine” how they collect and use online consumer data for advertising purposes.
Advertisers around the world are already looking for advertising alternatives that do not invade users' privacy and are as effective as targeted personalized advertising. But Google is also trying to find the right solution.
For the moment, the technology giant has established a new iran number data system called Topics . It is about basing searches on user profiles that use similar interest groups , although so far this technology has only been tested very roughly based on the domain names of the websites visited.
In fact, Google announced months ago that it intended to replace third-party cookies with FLoC (Federated Learning of Cohorts), a learning system where advertising is directed at "large groups of people with similar interests" and not at single users.
Publishers , for their part, must also prepare for these new Google tools (if they are finally launched). However, this type of technology will be more useful for those portals or websites that focus on a single topic , since they do not yet have the option of filtering by category.
Although the company had already explained that it would stop supporting these cookies in its Chrome browser at the beginning of 2022, the Alphabet subsidiary announced last July that it was delaying the deadline (now until 2024), thus giving the digital advertising sector more time to plan more privacy-friendly targeted ads.
Alternatives to cookie-based advertising
Gabriela Prado , director for the Andean Region of ShowHeroes, offers some recommendations for entering the new world of cookie-free advertising. These are the different segmentation alternatives.