Advertising is essential to support the web ecosystem, but it is put at risk if privacy practices are not in line with the expectations of users who are constantly evolving, Google stresses.

People want to ensure that their identity and information are safe when browsing the web and that’s why Google has introduced Sandbox Privacy into Chrome.

The Mountain View company has now shared the progress made on the path that has been undertaken that aims to eliminate third-party cookies by replacing them with valid privacy-first alternatives, developed together with ecosystem partners.

These alternatives, according to Google, will help publishers and advertisers in their business, while protecting the privacy of people who surf the web.

Google’s view is that the Privacy Sandbox technology for advertising interest-based proposed last year by the company (FLOC) can provide almost as effective results as the approaches based on cookies.

According to Mountain View, technological advances such as FLOC, together with equally promising efforts in areas such as measurement, fraud protection and anti-fingerprinting, are the future of web advertising and privacy Sandbox at the

The Federation Learning of Cohorts (FLOC) technology proposes a new way for companies to reach users with relevant content and ads, grouping large groups of people with similar interests. This approach, Google points out, effectively hides individuals and uses processing on your device to keep a person’s web history private on your browser.

Google’s advertising teams tested this privacy-first alternative to third-party cookies, creating simulations based on the principles defined in Chrome’s FLoC proposal. The results, the company highlights, indicate that when it comes to generating an interest-based audience, FLoC can provide an effective signal in place of third-party cookies.

FLoC tests to reach Google Audiences in-market and relatedness have shown that advertisers can expect to see at least 95% of conversions per dollar spent compared to cookie-based advertising. The specific result depends on the strength of the clustering algorithm that FLoC uses and the type of audience reached.

Google has been encouraged by what it has observed and the value this solution can offer users, publishers and advertisers.

The Chrome team intends to make FLoC-based groups available for public testing with the next release in March and the company plans to start testing FLoC with advertisers in Google Ads in the second quarter. The principles of this new alternative system are outlined in a Google white paper.

At the same time, Chrome’s team has also proposed a series of technologies within the Privacy Sandbox that would allow commercial operators and partners working on their behalf to measure campaign performance without the use of third-party cookies. These proposals protect consumer privacy and at the same time support the key requirements of advertisers.

For Google, ultimately, the technologies of the Sandbox Privacy represent the future of how the ads and the products of the company will work on the web, and the company of Mountain View is encouraging other companies to join in the definition of this new

Google also anticipated that, during 2021, there is more to expect about the progress made in the Sandbox Privacy and more opportunities to start testing these new technologies in online advertising campaigns.

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