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.
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.
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.