Google has decided to eliminate third-party cookies worldwide from its Chrome Web Browser. The third-party cookies are the information collected by websites about users, such as their behavior on the web or their interests, in addition to the personalization of advertisements. Basically, it is used to make a user profile based on their interests, which helps companies target ads and services based upon the interests.
This can be a paradigm change as Google Chrome is the most popular web browser worldwide, and currently, most of the advertising standards are based on third-party cookies. After Google shuts this, advertisers, as well as brands have to rethink their digital marketing strategies. The websites which are dependent on this type of advertisement may soon lose their competitive advantage.
Google, which bases all its greatness on advertising earnings, has prepared for a new paradigm and announced a new Privacy Sandbox solution. It is the result of collaborations of different expert areas in the digital world. FLoC (Federated Cohort Learning) is a clustering algorithm, which allows users to stay away from direct targeting. Instead, the users are grouped together for mass ad targeting. The users are grouped together based on their choice patterns and interests. While FLEDGE aims to provide an alternative to remarketing. The API is expected to be available at the end of this year and will allow the data to be hosted on its own trusted server.