This weeks IABs conference got off on a consumer-centric start Monday morning as a top Google executive and a U.S. Senator made cases for giving consumers even more control over theirpersonal data.<\/p>\n
Citing Pew Research Center data that 81% of Americans dont believe the benefits of having their data tracked outweigh the risks, Google Vice President-GeneralManager for Ads Jerry Dischler reaffirmed the companys decision to abandon personal data tracking for advertising, but also unveiled a new initiative to leverage aggregated anonymized data tohelp the ad industry identify cohorts whose behaviors -- and performance -- could be lumped together in a way that helps advertisers measure and improve their advertising results.<\/p>\n
He said the initiative, dubbed FLoC -- an acronym for federated learning of cohorts -- is already working with big advertisers and agencies, including Mondelez, Nestle,Unilever, Omnicon, PMG, S4 Capital and others, to begin identifying patterns that improve advertising performance in a 100% privacy-compliant way that also ensures a free and openinternet.<\/p>\n
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He described FLoC as a community where advertisers and agencies can test and iterate together to hep develop privacy-compliant ways of ensuring thatadvertising continues to perform as cookies go away.<\/p>\n
Were deeplycommitted to getting this right, he concluded.<\/p>\n
Importantly, he said the law wouldensure that corporate executives are \"held personally responsible when they lie about our information.\"<\/p>\n
He cited a number of recent consumer data transgressions in which companies apologized,but then did nothing about it.<\/p>\n
Separately, Wyden said he was working to \"close a loophole\" allowing federal agencies to utilize personal tracking data gathered by mobile app platforms tosurveil American citizens without a court order, effectively, violating their Fourth Amendment rights.<\/p>\n<\/p>\n
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Read the rest here: This weeks IABs conference got off on a consumer-centric start Monday morning as a top Google executive and a U.S. Senator made cases for giving consumers even more control over theirpersonal data. Citing Pew Research Center data that 81% of Americans dont believe the benefits of having their data tracked outweigh the risks, Google Vice President-GeneralManager for Ads Jerry Dischler reaffirmed the companys decision to abandon personal data tracking for advertising, but also unveiled a new initiative to leverage aggregated anonymized data tohelp the ad industry identify cohorts whose behaviors -- and performance -- could be lumped together in a way that helps advertisers measure and improve their advertising results. Continue reading
\nGoogle Touts Cohort Targeting, Hopes Advertisers Will FLoC To It 03\/09\/2021 - MediaPost Communications<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"