Dani recalled Apple's recent measures against Facebook that have unleashed a war between the two companies and that, together with the disappearance of third-party cookies from Google, have led Mark Zuckerberg's people to change their measurement and attribution ecosystem and to opt for the so-called Facebook Server Side API, pointing out that "advertisers who do not apply it run the risk of seeing their CPA increase by up to 150%."
Barreiro also explained the key points of Google's FLOC , the great innovation that Google has introduced to replace measurement based on third-party cookies and with which it intends to revolutionize the ghana business email database sector in the coming years, and which estimates that it can achieve 95% reliability in its data, compared to the current model.
This technology consists of generating groups of people (cohorts) with similar interests at the browser level, so that companies can approach them with similar content . In this way, users will see their privacy protected by not receiving an individual approach but rather a group approach from businesses. This proposal "consists of hiding individuals in the crowd ." And to achieve this goal, it processes the person's information on their own device, keeping their browsing history private.