Skepticism surrounds Google’s post-cookie advertising technology tests

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  • Unlike Apple, Google is the world’s largest Internet advertising company, and should take extra care when withholding data from competitors in a way that harms their advertising business. Google faces a pending antitrust lawsuit from the U.S. Department of Justice that promises more details about how the search giant controls much of its online advertising on the publishing and advertising side. Earlier this year, Google delayed the end of cookies in Chrome by another year, he said, until 2024. He argued that this would give the industry a breathing space to test programs such as topics and other alternative IDs.

  • Google only released the Topics API in January and released it for global testing in July. Topic API (short for Application Programming Interface) replaced an earlier proposal called Federated Learning of Cohorts (FLoC), which was found to have privacy vulnerabilities. Google is very aware of how we are changing data sharing on the Chrome web browser and Android devices. It will last longer than Apple, which rocked the ad world by removing cookies from Safari in 2017 and last year began blocking apps from collecting too much information from consumers on the iPhone, hurting the ad business.

Google Privacy There are many skeptics about his sandbox proposal. “The only company that really understands how this is impacting the economics of the internet and media industry is Google,” said Jason Kint, CEO of publishing trade group Digital Content Next. increase. “Here’s the real problem.” Kint is an outspoken critic of tech giants such as Google and he’s Meta, and urges them to reward publishers fairly.
According to Farrow, where the Google Topics API scored better was in the area of ​​transparency.

Unlike previous FLoC proposals, this proposal gives consumers more detailed information as to why they were flagged based on interesting browsing. FLoC revealed less about which category an individual was placed in than the portion of the cohort to which the individual was assigned. While the themes are more contextual, FLoC aimed at anonymity by diluting individual identities with a larger audience pool. FLoC nonetheless expressed concern that nosy participants in the advertising market could reverse engineer her identity and obtain personal information.

Instead of using third-party cookies that reveal more personal information about the consumer, Google Chrome shares with advertisers a small sample of interest collected within a limited period of time. Publishers and brands are working on their own identity framework that maintains personalized advertising based on consumer consent and obtaining first-party data relationships.

In his initial tests of Xandr with the Topic API, he found some strengths in the way Google organizes categories that can be used to target ads. “We found the theme to be pretty much in line with what we know and expect from our users,” says Farrow. Xandr investigated how Google analyzes the content of its website and how it flags its website for advertising purposes. Google uses the context of websites such as The New York Times, Vogue Business, and Elle to generate interest categories.

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