We have become used to the fact that the use of most of the online services and portals are free. This has been possible in the last decades not only thanks to advertising, but also to a segmented advertising that makes advertisers able to spend more money since they have a better return on investment.
Google will change the way users track
The price that has been paid for this has been, at times, that of privacy. Thanks to cookies, advertisers could make quite specific online profiles of users, to offer us ads that interested us, but at the cost of them knowing more about us than we would like.
Google Spain has announced that when third-party cookies are stopped it will stop tracking individual users and will create API models to make advertising equally effective.
This change in fact has already reached the latest version of Chrome for Android with the inclusion, although for now only experimentally, of Privacy Sandbox.
Thus, as announced by the company, “Once the third-party cookies disappear, we will not create alternative identifiers to track users who browse the network, and we will not use them in our products.. »
Creating user groups with common interests
The intention of Google is to make use of FLoC (Federated Learning of Cohorts), that is, to agglutinate users by their interests, but without tracking them individually. Thus, if a user is in a group it is because he is interested in something, but no more personal data will be known about him, only that advertisers would be interested in showing ads for a specific product.
This seeks to offer effective advertising to companies and advanced privacy to Internet users. In fact, according to Google studies, this new way of displaying advertising is, at least, effective in 95% of the cases in which advertising with cookies worked.
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