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