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The deprecation of third-party cookies: this change feels ominous to many in the digital advertising industry. As the clock winds down for cookies, it’s time for brands to be vigilant and take action. Coegi’s president Sean Cotton suggests some ways for marketers to plan ahead.
Welcome to the third installment in our eight-part series preparing you for the post-cookie world. In our first post, we provided a deep dive into third-party cookies for a baseline...
Ahead of Google’s elimination of third-party cookies, the tech titan proposed what it billed as a privacy-centric alternative, its Federated Learning of Cohorts (FLoC). However, on January 25 the company scrapped FLoC and debuted a new proposal: the Topics API. But Amelia Waddington, global vice-president of product at search intelligence firm Captify, argues that Topics won’t fly either.
Given the turbulence and uncertainty of the last few years, it's no wonder that some marketers have found planning and preparing for the year ahead tough to manage. Chris Attewell, CEO at Search Laboratory shares his thoughts around the digital trends that will dominate adland in 2022.
Out with the old, in with Topics, says Google. The tech giant has announced that it’s scrapping its Federated Learning of Cohorts (FLoC) scheme — its original cookie replacement plan. In its place is a new proposal for privacy-focused ad targeting: Topics. Here’s what you need to know about how Topics works, and why FLoC flopped.