Curated News from AdAge on January 25, 2022
After delays and missteps, Google is outlining its latest plan for advertising in Chrome web browser following the demise of the cookie.
The tech behemoth is now ready to test what it calls Topics advertising, an iteration on an experiment that it ran last year, where it can serve personalized ads to Chrome web browsers to groups of people, or cohorts, so ads do not target individuals.
This comes after it received push back on its previous test of its Federated Learning of Cohorts [FLOC] model, which hid users in pools of anonymity. But that solution was found to allow for bad actors who could use techniques to trace “cohort” data back to personally identifiable information.