The expert defines the Privacy Sandbox as an initiative promoted by Google so that within the ecosystem we can develop solutions that replace the use cases of Third Party Cookies. “We have reached the point where there is no technology to replace these third-party cookies and that allows us to continue doing what we do with them, that is, segmenting users by audience, measuring post-view or post-click conversions…”, he says. Martin.

For all this, the Privacy Sandbox is presented as a series of projects that are more advanced and the one that has had the greatest impact for the expert is the FLOCS. This is the project that is pushing within the ecosystem to be able to continue advertising based on audiences. “ We are not talking about FLOCS replacing third-party cookies , but instead of using Third Party Cookies to segment audiences, we are going to use FLOCS (Federated Learning of Cohorts),” he clarifies.

The Expert Explains that Through This Cookie

The browser will send a segment identifier. Thus, instead of leaving the user’s browser with a unique user identifier. Which is the cookie, a segmentation based on the browser’s history would come out. Martín comments that “in this way we avoid the Productsaint lucia B2B list use of a unique identifier and person to be able to segment by audiences and we use aggregated information to be able to segment the user.”

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And with all these changes, t2ó’s question is addressed to how are they impacting. The day-to-day of users at a technological level? The expert acknowledges that there is a demand and need for greater knowledge and security. As well as choice and transparency about how your data is used. Even so, Martín’s position is that “we are all responsible. All of us in the industry know-how to do educational work. So that the user understands the implications of browsing a website and leaving their data”.

Even so, the expert approves that this situation at the user level is eliminate. And disappears because the user has to feel safe when browsing and giving their data. ” We have to educate, train how you can configure your preferences. Decide what type of information may consider positive for a series of experiences or advertising to be personalize. And this is something that in the short term is costing us .”

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