Advertising has played a major role in making the internet open and accessible to all. But in order for ads to continue to earn that role, ad technology must evolve for a privacy-first world. Ads should work for everyone — publishers, advertisers, and most importantly, consumers. That’s why Google has gone further on our commitment to advance user privacy, announcing that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor use them in our products.
“We need to work collaboratively across the industry to build solutions that continue to move us forward and not backward in targeting, relevance and ultimately performance.”
-Jeff Thibodeau, President, Publicis Media Canada
“People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising. And advertisers don’t need to track individual consumers across the web to get the performance benefits of digital advertising,” wrote David Temkin, Director of Product Management at Google, in the announcement. Advances in aggregation, anonymization, on-device processing, and other privacy-preserving technologies show a clear path away from individual identifiers. For example, instead of ascribing interests to unique users, we now have the ability to hide individuals in large crowds of people with common interests, while still showing them relevant and useful ads. Our latest tests of the Federated Learning of Cohorts (FLoC) algorithm do just that, demonstrating what a future of advertising without third-party cookies could look like.
“It is critical that the whole advertising industry work together to create and promote a privacy-safe environment for people,” said Luis Di Como, Executive Vice President of Global Media at Unilever. “The announcement by Google is a step in the right direction to help improve consumer data privacy, and we need to continue to build many such industry-wide initiatives.”
Jeff Thibodeau, President of Publicis Media Canada, added “Consumers are demanding more control and privacy than ever before. We need to work collaboratively across the industry to build solutions that continue to move us forward and not backward in targeting, relevance and ultimately performance.”
“The last 12 months have made it crystal clear that as advertisers, we have a duty to do good and preserve the future. That means using our dollars and our products to affect a better world.”
-Axel Dumont, President, Cossette Media Canada
“If anything, the last 12 months have made it crystal clear that as advertisers, we have a duty to do good and preserve the future. That means using our dollars and our products to affect a better world. It is great to see Google taking some positive steps. I truly believe their technology has the ability to make the world a better place,” said Axel Dumont, President, Cossette Media Canada.
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