{"id":17988,"date":"2021-03-22T14:26:30","date_gmt":"2021-03-22T12:26:30","guid":{"rendered":"https:\/\/www.nekuda.co.il\/en\/?p=17988"},"modified":"2021-03-22T14:26:30","modified_gmt":"2021-03-22T12:26:30","slug":"floc-cookieless-remarketing","status":"publish","type":"post","link":"https:\/\/www.nekuda.co.il\/en\/floc-cookieless-remarketing\/","title":{"rendered":"The Death of the Cookie Monster \u2013 FloC &#038; Cookieless Remarketing"},"content":{"rendered":"<p>Earlier this month Google announced discontinuing third-party cookies on Chrome. Google\u2019s alternative for cookies is a method called Federated Learning of Cohorts (FLoC), which will be used to collect users\u2019 data, based on their browser history, and gather them in cohorts of users with similar interests and characteristics. For now, remarketing using FLoC will be available only on Chrome.<\/p>\n<p>&nbsp;<br \/>\n<center><br \/>\n<iframe class=\"giphy-embed\" src=\"https:\/\/giphy.com\/embed\/xT0xeMA62E1XIlup68\" width=\"480\" height=\"270\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\n<\/center><\/p>\n<p>&nbsp;<\/p>\n<p>Browsers such as Firefox and Safari have already stopped supporting third-party cookies, following concerns of privacy-conscious internet users. But it took some time for Google to join in. Since Google also holds an online advertising empire (in addition to the browser Chrome), this policy change raises concern regarding the future of online advertising.<\/p>\n<p>&nbsp;<\/p>\n<h2>What is FLoC exactly? And how it will affect online advertising and users\u2019 privacy?<\/h2>\n<p>FLoC is one of the ideas suggested as part of Google\u2019s Privacy Sandbox initiative, which was created to offer both privacy and advertisers\u2019 friendly alternative to third-party cookies. In short, FloC offers targeting of groups of users who share similar interests.<\/p>\n<p>&nbsp;<\/p>\n<p>The algorithm used to build these cohorts would collect data about the users\u2019 visited URLs, the pages\u2019 contents, and other factors. This data will be shared for targeting and advertising purposes.<\/p>\n<p>&nbsp;<\/p>\n<p>The main difference is that the individual users\u2019 data, including their browsers\u2019 history, will be kept only locally, and the browser will reveal only the identifier of the cohort. Each cohort would consist of thousands of users \u2013 big enough to hide individual users, yet still effective for remarketing campaigns. The users will be added to cohorts on a weekly basis, according to their recent browsing history.<\/p>\n<p>&nbsp;<\/p>\n<p>Google will start testing remarketing campaigns using FLoC on the second quarter of 2021. Based on Google data from earlier tests, advertisers can expect 95% conversion rate compared to cookies-based advertising.<\/p>\n<p>&nbsp;<\/p>\n<h2>FLoC &amp; Online Privacy<\/h2>\n<p>Theoretically, grouping users into cohorts should be able to protect users\u2019 privacy. But, it doesn\u2019t mean that it will be impossible for third-parties to pull a needle out of the haystack. Potentially, by using browser fingerprinting, i.e. identifying users\u2019 based on their browsers\u2019 settings. Google has already offered several solutions for this threat, but none of them is ready to be implemented yet.<\/p>\n<p>&nbsp;<\/p>\n<h2>FLoC and Digital Advertising<\/h2>\n<p>According to Google, this new privacy policy won\u2019t have a significant impact on online advertisers \u2013 they can still target users, just cohort of users instead of individual ones.<\/p>\n<p>&nbsp;<\/p>\n<p>But, advertisers will have to adjust to the cookie-less future and rely more on first-party data. For example, by collecting email addresses in more traditional ways (newsletters, loyalty clubs, discounts, etc.) For now, this data can still be used to remarketing and lookalike campaigns in other online advertising platforms.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Earlier this month Google announced discontinuing third-party cookies on Chrome. Google\u2019s alternative for cookies is a method called Federated Learning of Cohorts (FLoC), which will be used to collect users\u2019 data, based on their browser history, and gather them in cohorts of users with similar interests and characteristics. For now, remarketing using FLoC will be [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":17989,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[118],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Death of the Cookie Monster \u2013 FloC &amp; Cookieless Remarketing - nekuda Web Solutions<\/title>\n<meta name=\"description\" content=\"What is FLoC (Federated Learning of Cohorts) and how will it replace third-party cookies in Google remarketing campaigns? How will it affect users\u2019 privacy and online advertising?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.nekuda.co.il\/en\/floc-cookieless-remarketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Death of the Cookie Monster \u2013 FloC &amp; Cookieless Remarketing - nekuda Web Solutions\" \/>\n<meta property=\"og:description\" content=\"What is FLoC (Federated Learning of Cohorts) and how will it replace third-party cookies in Google remarketing campaigns? How will it affect users\u2019 privacy and online advertising?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.nekuda.co.il\/en\/floc-cookieless-remarketing\/\" \/>\n<meta property=\"og:site_name\" content=\"nekuda Web Solutions\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Nekuda.WebSolutions\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-22T12:26:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.nekuda.co.il\/en\/wp-content\/uploads\/2021\/03\/cookie-monster-scaled.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"shlomit\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"shlomit\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.nekuda.co.il\/en\/floc-cookieless-remarketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.nekuda.co.il\/en\/floc-cookieless-remarketing\/\"},\"author\":{\"name\":\"shlomit\",\"@id\":\"https:\/\/www.nekuda.co.il\/en\/#\/schema\/person\/869ecb6f047b1032a544d30b152a4cc0\"},\"headline\":\"The Death of the Cookie Monster \u2013 FloC &#038; Cookieless Remarketing\",\"datePublished\":\"2021-03-22T12:26:30+00:00\",\"dateModified\":\"2021-03-22T12:26:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.nekuda.co.il\/en\/floc-cookieless-remarketing\/\"},\"wordCount\":466,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.nekuda.co.il\/en\/#organization\"},\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.nekuda.co.il\/en\/floc-cookieless-remarketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.nekuda.co.il\/en\/floc-cookieless-remarketing\/\",\"url\":\"https:\/\/www.nekuda.co.il\/en\/floc-cookieless-remarketing\/\",\"name\":\"The Death of the Cookie Monster \u2013 FloC & Cookieless Remarketing - nekuda Web Solutions\",\"isPartOf\":{\"@id\":\"https:\/\/www.nekuda.co.il\/en\/#website\"},\"datePublished\":\"2021-03-22T12:26:30+00:00\",\"dateModified\":\"2021-03-22T12:26:30+00:00\",\"description\":\"What is FLoC (Federated Learning of Cohorts) and how will it replace third-party cookies in Google remarketing campaigns? 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