TURTLEDOVE, which stands for “Two Brazil Email List Requests Then Locally-Executed Decision on Victory” and which means “turtledove” in French, is a proposal by Google as part of its efforts to protect privacy. FLEDGE (First Locally-Executed Decision over Groups) is a first prototype of the TURTLEDOVE family aiming to introduce a “first-party” alternative to third -party cookies , which, after several tests, is effective for advertisers and publishers on the web. Chrome browser. In recent simulation tests, Google notices that its FLoC (Federated Learning of Cohort) audiences register practically the same performance compared to classic Google advertising based on third-party cookies (In-Market and Affinity audiences).

The objective of the Privacy Sandbox is above all to reduce the use of opaque user tracking while promoting a digital ecosystem that is based on advertising that respects users and is private by default. Last week, Google shared the status of its Privacy Sandbox. A FLoC is an audience segment that groups together thousands of people based on their common interests and is retrieved by the browser from the user’s browsing history. The browser updates the audience segment as its users browse the web. These user interest-based cohorts are fed either from the URLs of the pages visited, the content of those pages, or other factors. With this approach.

What is the Google Privacy Sandbox

the individual is hidden while the browsing history remains private on the browser. This approach allows the cohort to feed the algorithm, while remaining on the browser and nowhere else. Only the browser has the ability to share these cohorts. Google is encouraging ad-exchange platforms, DSPs and advertisers to start experimenting with Privacy Sandbox technology and to provide their feedback as a result of these tests. However, there are still many unknowns and points to be taken into account: Performance Analysis: What metrics will advertisers have when it comes to performance analysis and attribution? Privacy requirements limit the escalation of some conversions, hampering some attribution models.


Fraud Protection: Advertisers are increasingly wary of fraud. Indeed, they want to ensure that their ads are viewed by real users and not by simple bots. Google wants to fight this fraud with an API called “Trust Token”, in which cryptographic tokens are issued to users within the browser. This allows the browser to distinguish users from bots. Identifying actual bot users will remain an ongoing challenge and the Trust Token API offered by Chrome is still in its infancy. Anti-Fingerprinting: Fingerprinting is a technique that allows a unique user to be identified without third-party cookies from elements such as their IP address, browser, screen resolution etc.

Presentation of TURTLEDOVE

The purpose of the Privacy Sandbox is to protect users against these hidden techniques that track them or share their data. Chrome recently released a new proposal, Gnatcatcher, which aims to hide the IP address in order to protect the user’s identity Chrome intends to make available its advertisers flock cohorts during 2 nd quarter of this year. We encourage advertisers to test FLoC audiences when they become available to gain insight into how effective these new audiences are compared to current audiences. Agence 90 continues to anticipate these developments in order to provide advice to all of its clients on the next steps to be taken. We will continue to share updates with you as they become available!

In any case, what is certain is that Google will not permanently delete third-party cookies until it has finished developing an alternative technological solution. Almost 90% of Google’s revenue is generated from advertising. Without third-party cookies, advertisers’ advertising performance could easily deteriorate. This is one of the reasons why the company is suspected of delaying the default blocking of third-party cookies until 2022… To be continued! As a result of the new privacy legislation, advertisers must try to obtain even more data than those listed above in order to increase their first-party data. But how That’s why you should test user segmentation from blogs in your Display campaigns.

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