Verizon Provides FLoC Alternative. Will It Work?

Verizon became the latest player to compete against Google’s FloCs this month with the launch of its new Next-Gen Solutions tool. The move marks a broader shift in ad tech toward contextual ads.

LBMA: Can FLoCs Replace the Third-Party Cookie?

In this episode of Location Weekly, the Location-Based Marketing Association covers Google’s FLoCs as an alternative to the disappearing third-party cookie, the AR platform Beerscans turning beer labels into augmented reality experiences, Krispy Kreme offering free donuts to encourage vaccination, and GroundTruth acquiring Addy.

DISQO’s Case for Panel Data as the Post-Cookie Solution

Audience insights firm DISQO thinks it has the solution that will fill the data holes the deprecation of third-party cookies will cause: panel data.

Google’s FLoCs: “Advertisers and Publishers Are Right to Be Wary”

Google’s FLoCs is supposed to boost privacy in ad targeting. But the actual efficacy of the program and Google’s habit of boosting itself are fueling concerns.

What is Federated Learning of Cohorts (FLoCs)?

Federated Learning of Cohorts is a method Google has devised to track Internet users’ interests and serve them ads relevant to those interests. The method aims to be attentive to privacy by grouping thousands of users into these interest-based cohorts. Therefore, the thinking goes, users still see ads relevant to them, but ads less finely […]