Google to address ad frequency with machine learning when cookies aren’t available
Google will be rolling out an approach to ad frequency control that doesn’t rely on cookies in Display & Video 360 over the coming weeks.
The feature uses machine learning to analyze traffic patterns when third-party cookies are available and builds models to predict patterns when a cookie isn’t present. This allows Google to estimate how likely it is for users to visit different publishers who are serving the same ads through Google Ad Manager. Then, when there is no third-party cookie present, Google is able to optimize how often those ads should be shown to users.