Google doesn’t plan to display Apple’s required privacy modal — the one that lets users opt in or out of tracking — on their suite of apps. Instead, they’ll simply stop using information that violates Apple’s App Tracking Transparency (ATT) policy.
Meanwhile, Google is working on a solution that will group people with common interests. This is known as Federated Learning of Cohorts (FLoC), and Google says advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising.
Though traditional remarketing will see a substantial shift and eventual end, there’s a project underway known as FLEDGE, which builds upon a previous Google Chrome proposal called TURTLEDOVE. In the future, these programs are expected to evolve into a solution that will help store owners reach back out to previous site visitors while still protecting their privacy.
Another initiative that is not yet in production, but equally important, is Google Chrome’s effort to find ways to aggregate broad information from users that protects their identity while allowing marketers to still effectively measure conversions and other key results. This will be critical for marketers to create campaigns that have a positive return on investment.