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 real questions that come to mind reading this are:
- Is this another name to sale the same thing (DMP vs CDP)
- Will this increase the gap and disadvantage in the industry
- It’s Google’s tech, put the touch points to collect data comes from the publishers
- Will they get anything in return
Based on Google’s tests, FLoCs generate a nearly 350% improvement in recall and an almost 70% improvement in precision over a random assignment of users to cohorts.
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.