“ So a bunch of online advertisers is proposing an alternate (with an appropriately cute title) of their own, SWAN, Bloomberg reports.
Yesterday, Google began officially testing its different resolution, FLoC (Federated Studying
of Cohorts), which anonymously serves adverts to teams based
on related conduct. When Google announced its plans to stop supporting third-celebration cookies for adverts,
a transfer away from tracking users based on their individual browsing historical past to create
personalised advertisements, it was like
a nuclear bomb for the online advertising business.
It's extra a response to Google's FLoC than a genuine shopper-friendly transfer.
With the transfer away from third-occasion cookies, everyone will want to seek out ways
to deliver ads that also honor customers' knowledge
privacy. They're going to be asked to consent
to ads once they first go to a site throughout the SWAN network, and
could have the choice of enabling personalised advertisements with individual tracking.
At first glance, SWAN appears extra like a determined method to hold onto the glory days of targeted online adverts, quite than a real step forward to a extra anonymous browsing experience. ”