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New marketing strategies will have to rely on machine learning and predictive metrics, rather than measured or observed metrics.

As part of The Drum’s latest Deep Dive, The New Data & Privacy Playbook, we catch up with Dan Taylor, vice-president of global ads, to learn how the tech giant is innovating new privacy-focused approaches to targeting and measurement in anticipation of the death of the third-party cookie.

The extension will block Google’s Topics and FLEDGE..

Google Chrome 101 is landing in the later hours of today. It is a milestone release because it contains the first implementation of Google's ad profiling mechanisms called the Topics API and FLEDGE.

Developers will gain access to Privacy Sandbox’s newest measurement proposals: Topics, FLEDGE and Attribution Reporting.

Copy Google has decided to let the initial test of its FLoC ad technology conclude in a few days to work on improvements – though it isnt inclined to share feedback from test participants. Privacy advocates would prefer if the online ad giant provided more insight into the test results, since Googles ongoing ad infrastructure rewrite affects every internet business and internet user, not to mention the digital ad industry generating $350bn annually. FLoC stands for Federated Learning of Cohor...