A large post has appeared on Google's blog dedicated to the upcoming transition from advertising tracking of users to anonymous and ethical collection of audience data.
To do this, the usual and annoying cookies will be replaced with FLoC (Federated Learning of Cohorts) technology, which Google announced earlier in January. Thanks to this system, advertisers do not receive detailed personalized information about the user. Instead, the neural network, based on his actions, identifies him as a representative of a certain group of the audience and transmits this information for targeting advertising.
This method will preserve both the anonymity of the user and the relevance of the displayed advertisements, so that the effectiveness of the campaigns should not be affected.
Public testing of FLoC will begin in April with the release of the next version of Chrome, it is also planned to transfer advertisers to this system in the second quarter of the year. It will take about two years for Google Ads to completely reject cookies.
The new initiative is largely due to the distrust and fear of users regarding the surveillance of them on the Network. The blog cites data from a Pew Research Center study, according to which 72% of Internet users believe that almost their every action is monitored by advertising and technology companies, and 81% claim that the potential risk outweighs the possible benefits of such a method.
And what do you think about the fact that data about you is being actively collected for use for advertising purposes? Are you doing something to protect yourself? Share your experience and opinions in the comments!
