Preserving privacy and performance will protect the future of advertising

Data: 2021 m. kovo 15 d.

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.


Luis Di Como, Executive Vice President of Global Media at Unilever:


“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."


Aude Gandon, Global Chief Marketing Officer at Nestlé:


Developing strong relationships with customers has always been critical to building a successful business, and this becomes even more important when it comes to preserving their trust. “We welcome this announcement from Google. We have long since recognized and advocated for the importance of first-party data, and it’ll become even more vital in a privacy-first world,” said Aude Gandon, Global Chief Marketing Officer at Nestlé. Google will continue to support first-party relationships on our ad platforms for partners, allowing them to connect directly with their own customers. And we’ll deepen our support for solutions that build on these direct relationships.


Read more: Think with Google