FLoC

In this Media Review, we selected four articles about potential direction for FLoC, detailed description of Google’s Attribution Reporting API, the analysis of SWAN and the explanation of UID 2.0.

It’s time for our 4th Media Review. This month, we selected 5 stories, such as an update from Chrome on the progress of the Privacy Sandbox and an analysis of the future of reporting.

2021 was a year full of important news for the future of digital advertising. Let’s take a look at the most impactful 2021 digital advertising trends from the industry perspective.

Six months ago, during IETF 111, Google engineers made it clear that they were approaching a new iteration of FLoC, which was related to site topics. Yesterday, they finally announced Topics API. The ad topics concept has also been explored by Meta engineers in their Ad Topic Hints proposal, which builds on user feedback to displayed ads. Also, the PAURAQUE proposal from NextRoll was proposed in such a way that users could define topics which are interesting for them and can be used for personalization.

In 2022, Google announced that Privacy Sandbox will be expanded to the in-app environment. Google’s Privacy Sandbox on Android, or simply the Android Privacy Sandbox, is a natural progression of Google’s broader privacy efforts. It’s designed to provide users with greater control over their data and privacy, while still giving marketers the tools they need to connect with users and sell their products.

This article will explain how the Android Privacy Sandbox works and what impact it will have on in-app marketing campaigns.