Google’s Initiative For Personalized and Private Ad Targeting

Posted By on November 9th, 2020 in Pay Per Click

In their effort to promote higher privacy on the web and to make third-party cookies redundant, Google announced their new privacy-focused method of marketing in which marketers can apply personalized marketing without relying on third-party cookies for retargeting.

Third-party cookies are commonly used in digital marketing to collect personal data on user’s web browsing behaviour which is used to personalize marketing, wherein users are retargeted with ads based on their browsing history.

Picking up after Safari and Firefox, Google declared the end of third-party cookies in chrome by 2022 with the help of Google’s own ‘Privacy Sandbox’, a new private targeting initiative. Google promotes that through Privacy Sandbox, personalized targeting will be made possible without the need of using personal unique IDs or individual cross-site tracking, which will help make the web more secure and private for users.

Google highlights that more users nowadays are demanding higher privacy, along with transparency and power over how their information is being used. With their Privacy Sandbox initiative, this is a promising effort towards increasing privacy in web browsing while still supporting publishers and the web ecosystem.

cookies and privacy Group Targeting

Still in the testing phase, Google’s solution for personalized marketing, without the need for third-party cookies, are group targeting/audience cohorts. In group targeting, the target customer will be grouped into interest-based audience cohorts, which means the ideal customer, for a business, will be targeted in a group and not as an individual. To ensure efficient group targeting, the users will also be assigned to groups based on similarities in their browsing behaviour and display of similar interests.

While targeting the ideal customer in groups promotes individual privacy, there are still shortcomings with this solution. Google explains, on a positive note, users will share a cohort ID making it tougher to get personal user information. On the other hand, large groups will have a diverse set of individuals, making it challenging to offer detailed personalization based on varied users’ browsing history.

Chetna Bindra, Google Senior Product Manager, gives that the concept of group targeting is proof that it will be possible to offer personalization and privacy in digital marketing without the need of third-party cookies. She adds, however, that more work still needs to be done before this solution can be launched.

Evolution of Cohort Algorithms – FLoC API (2020)

Overall, while group targeting is still in an early stage, this is a positive move from Google towards resolving the privacy concerns of users while maintaining the web ecosystem. As Google continues to face scrutiny in the U.S and abroad over other trials, this is a promising undertaking of Google to holistically solve users’ privacy demands while surfing on the web.