TurtleDove’s & FLoCs?!?! – “Cookieless” Google Chrome Pushed Back to May 2023

Google FLoC – Federated Learning of Cohorts.This is how Google will do targeting after Chrome cookies are gone. Get used to hearing more about it. They are going after FLOCKS of people instead of individuals. They will be clustering large groups of people with similar interests. It can hide individuals by using on-device processing to keep web history private on the browser. This has the potential to replace most of the old cookie functionality (in theory, and we really hope that is the case!)Turtledove

Turtledove is Chrome’s Privacy Sandbox initiative. It’s a privacy-compliant solution for advertisers. This can retarget and behaviourally target customers through a new browser API and on-device auction. Watch closely!

Alternatives to Google

UID 2.0 aka Unified ID 2.0 – A new protocol the Trade Desk is building. It’s open-source. It’s not necessarily The Trade Desk vs Google, it’s an industry-standard many platforms may adopt.

For more information about how Google Chrome removing 3rd party tracking will affect your Retargeting and Display campaigns contact Nimbull today.