At Sortable, when we come across news articles that impact our industry and other publishers, we share them with each other and chat about the implications. In order to expand the discussion, we want to share these articles with you and give our opinions on what we think it means for Ad Tech. Our hope is to create a dialogue around these articles and really dig into what each of them mean for our industry.
Today we have Mark Dixon, a Product Manager at Sortable, offering his take on these industry articles.
- Google Claims FLoCs Can Be Nearly As Effective As Cookie-Based Ads – AdExchanger
- What Is FLEDGE? – AdMonsters
Google claims that results from their own testing of cohort-based advertising show that marketers can expect to see 95% of the conversions they would see with cookie-based advertising. While that could be a positive sign for ongoing efforts in the Privacy Sandbox, the announcement raised eyebrows in the industry due to a lack of transparency on the test strategy and analysis Google used to reach that conclusion.
It’s understandable that Google would provide a positive spin on limited testing so far — the real question is how transparent the results of expanded testing are going to be, and how the proposed solutions will hold up under broader scrutiny.
In January, Google announced plans for FLEDGE, which stands for First Locally Executed Decision over Groups Experiment. The announcement on Github details the proposal for the first test of TURTLEDOVE, a potential alternative for third-party cookies based on user interest groups and on-device auctions. This article from Admonsters provides a good overview of FLEDGE without requiring a full read of the lengthy technical documentation itself.
The proposed test by no means indicates a solution is fully defined yet, and there are several references to aspects of the test that will eventually have more privacy-safe replacements. But it’s intended as an experiment with on-device ad selection and is a crucial step in preparation for a post-third party cookie world. It will be intriguing to see how things progress in terms of the insights and controls publishers will have for interest group targeting.
Disclaimer: All views expressed in this blog are Sortable employee’s or other contributors. These views and opinions do not necessarily represent those of Sortable or Sortable’s product/product roadmap.