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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...

Daily Digest of Tech Policy News and Updates (April 27, 2021) 6 hours ago Bringing you quick updates on the tech space, policy making and digital rights from India and across the globe. Global tech giants and Indian startups join fight against COVID-19 tsunami Global tech giants like Google, Microsoft and Amazon are stepping up their efforts to help India’s healthcare workers and administration deal with the second wave of the COVID-19 pandemic. While startup founders and entrepreneurs have been working on providing logistical support and information about hospital beds, oxygen suppliers an...

FLoC is coming — Here’s what we know so far Google has positioned its third-party cookie replacement squarely between advertisers and users, and both sides are worried. George Nguyen on March 15, 2021 at 11:00 am More Earlier this month, Google announced that it would not build or use alternate identifiers to track users for advertising purposes. Instead, the company reiterated that its ads will be driven by one of its Privacy Sandbox initiatives, called Federated Learning of Cohorts (FLoC). Advertisers have been anticipating the shift away from third-party cookies for years, but n...

Google Commits To Not Tracking Individual Users For Ad Targeting After Cookie Phase Out Mar 3, 2021 13:20 EST Search engine giant Google announced today that it will not create alternative identifying mediums to track users as they search the web once third-party cookies for its Chrome browsers are phased out. The announcement follows Google's decision last year to stop using cookies for tracking users as it promised to build a Privacy Sandbox that would enable advertisers to deliver ads to users but at the same time aggregate the information that would be collected to ensure that user i...

Details 02 February 2021 Just last week, Google shared that its Federated Learning of Cohorts (FLoC) proposal, which is part of the Privacy Sandbox introduced by Chrome, which it claims “can provide an effective replacement signal for third-party cookies”. This comes a year after it announced that it will be phasing out third-party cookies, following in the footsteps of Safari and Firefox. The FLoC application programming interface (API) was first proposed in January 2020 and Google said in a recent blog post that new data shows its tests of FLoC to reac...