Google Privacy Sandbox – Game changer for marketers

Recently, Google has been constantly trying to improve the way the advertising industry (and many other areas) track users’ online activities. In particular, the focus of these changes is the feature called “Privacy Sandbox” in Google Chrome officially introduced in early 2021 This tool is different from the traditional cookie tracking feature system? Will it affect the effectiveness of advertising activities? Here is the answer for you.


What is Google Privacy Sandbox?

Privacy Sandbox is a FLoC – Federated Learning of Cohorts feature. It is a machine learning algorithm that allows devices to collaborate to learn a predictive model while keeping all training data on the device. According to Google, in the future, FLoC will be a tool to replace third-party cookies.

Traditionally way – tracking users through third-party tracking cookies, Google can build profiles of the things users care about, from their favorite sports teams to buying trends Shopping, searching online… Then, this identifying data will be used to target users with specific ads that they are more likely to pay attention to and click on.

Meanwhile, the FLoC organizes groups of people into “cohorts”. Everyone in a group shares similar browsing habits and online activities. When a browser vendor uses FLoC, it creates a mathematical model that sets up thousands of cohorts. Each group corresponds to groups with similar browsing histories and is given a specific number that can be easily identified as they browse other websites.

When consumers shop online, their browser and each website they visit “communicate” with a cohort of consumers so that the website can accurately collect and analyze data and information. . For example, let’s say a user in group 1647 browses for bathing suits. The website will record that a user in group 1647 shows an interest in bathing suits and compare this information with others in the same group and other groups.

An advertiser observes the activity of various cohorts on their website and shares this information with an ad technology platform. Then, when a user from group 1647 visits another website, their browser will give the new site the group number. The site analyzed the information and found that users in the 1647 group had shown an interest in bathing suits. The ad technology platform then selects an ad relevant to that cohort to display on the new website.


How will it affect the future of advertising?

3rd party cookie tracking will officially be phased out of web browsers in 2023. This will have the most significant impact, especially for marketers and advertisers, who must now find new ways. to learn and engage with their target audience. However, Google’s Privacy Sandbox has the potential to become a new optimal solution to help advertisers not suffer too much.
Google’s Privacy Sandbox aims to provide advertisers with the information they need to effectively serve ad campaigns and collect actionable data while maintaining a high level of security. To make sure their solutions really benefit marketers, Google works with advertisers to ensure the type of information it collects is usable. While these solutions are not yet available to the public, several companies have participated in Google’s testing process.


What to do in the meantime on Google Privacy Sandbox

Because APIs are not yet available to all advertisers, there are a few things marketers can do now to ensure their advertising efforts don’t go awry without the use of third-party cookies. First things first, keep researching solutions for a kitchen-free future. While the Google Privacy Sandbox is the most widely tested solution at this time, it is not the only solution available. Also, rely on alternative advertising methods and the use of first-party cookies, which aren’t happening any time soon.

Want to learn more about Privacy Sandbox and other marketing solutions? Please leave your contact information, the MVO team will be ready to advise.