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This promoted content is produced by a member of The Drum Network. The Drum Network is a paid-for membership product which allows agencies to share their news, opinion and insights with The Drum's audience. Find out more on The Drum Network homepage. Vertical Leap speculate what a cookieless future will look like. Google’s phasing out of third-party cookies is well documented and the entire industry is speculating what this transition will mean for marketers and advertisers, as well as everyday web users. In March, Google released its first major announcement with details of what its vision...

Browser maker concerns Browser maker Vivaldi said yesterday: "FLoC off! Vivaldi does not support FLoC." Co-founder and CEO Jon von Tetzchner added: "Our privacy policy is simple and clear; we do not want to track you." He added that FLoC would expose personal data in new ways. "You might visit a website that relates to a highly personal subject that may or may not use FLoC ads, and now every other site that you visit gets told your FLoC ID, which shows that you have visited that specific kind of site," he said. These risks could go beyond embarrassment to have "serious implications for soci...

Users who visit publishers signed up to the SWAN, which is aiming to be operational this summer, will only be asked to consent to personalised marketing once – with their choice then carrying over to all the other websites involved.   With that privacy message publishers would be able, if they choose, to explain to their readers why personalised ads help them make money and fund more journalists – where at the moment this value exchange is never explained. A unique identifier enables the personalisation, if opted in, to be shared without the use of third-party cookies. Users will also be...

Jan 26, 2021 4:45 AM PT Google sent a shock wave through the advertising and publishing industries last year when it announced it planned to scrap third-party tracking cookies, which are an important tool for online marketers. Not to worry, the company announced Monday. It has a viable alternative in the wings. "It might be hard to imagine how advertising on the Web could be relevant, and accurately measured, without third-party cookies," Google's Group Product Manager for User Trust and Privacy Chetna Bindra wrote in the company's Ads & Commerce blog. "When the Privacy Sandbox technology for...