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Google Releases Results From Early Tests Of Cohort-Based Advertising

For the past couple of months, Google has been actively testing its Privacy Sandbox proposal for interest-based cohorts, and the preliminary results are in.

The proposal, dubbed FLoC – aka, “federated learning of cohorts” – calls for using on-device machine learning to group people based on their common browsing behavior as an alternative to third-party cookies.

Imagine cohorts of coffee lovers, guitar players, young mothers or car intenders labeled with random alphanumeric strings. Advertisers could bid on impressions associated with a particular FLoC label on exchanges or in DSPs.

Source: Google Releases Results From Early Tests Of Cohort-Based Advertising | AdExchanger

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