By Joel Citron, Vice President of Advertising Technologies
Third party cookies allow advertisers to track users from one site to the next and send them targeted advertising based upon their browsing history. Other than the inherent cross site security risks, third-party cookies are not respectful of a user’s privacy, and many browsers are blocking them. Governments are also passing laws to make them opt-in only.
FLoC is Google’s alternative to third-party cookies and is based on machine learning. This will allow any browser to anonymously study how users are browsing and then group them in cohorts. “After a short trial period, Google decided to not make this new tracking method a user choice and instead started automatically including millions in the scheme. If you are reading this in Chrome, while logged in to a Google account, that likely means you too, and if not now, then eventually,” they added.
Googles “floc” idea is getting widely derided from website builders to other browser manufactures as a privacy nightmare. Almost all other browser manufacturers are saying they will not implement. Microsoft has not committed or declined to implement for Edge at this time. Additionally, WordPress has stated that they will “block floc” by default for all WordPress sites (40% of the web).
So, this floc idea may be dead in the water.
With Ai Media Group’s patented proxy system, we are able to leverage our customers own domains to host up tracking code and pixels, and then all cookies are set in a TRUE first-party environment.
This allows us to track visitors to our client’s websites, cross tactic and device from click to conversion, and beyond*.
With the ever-evolving world of tracking and attribution, you can trust Ai Media Group to continue to be on the cutting edge, always delivering the best return on ad spend and technology for our clients.
*requires a custom data integration.