Google decided to abandon overly targeted advertising

Google decided to abandon the ad targeting model based on the entire history of visiting sites by a person - a cohort approach will take the place of hypertargeting, writes WSJ. Considering the influence of Google in the market, we are talking about a real revolution.

“If digital advertising doesn’t change in the face of people’s growing concerns about privacy and speculation about their digital profile, we risk the future of a free and open web,” said David Temkin, lead curator at Google.

It was already known that Google was refusing third-party tracking cookies from 2022, but it is now clear that there will be no direct replacement, writes WSJ. In return, the company will develop a type of “personal sandbox” technology that will dispense with creating a “digital twin” of a person, but will allow them to be assigned to a detailed cohort for an advertiser based on the browsing history on their digital device. Testing will begin in the second quarter of this year.

We are talking only about tracking on third-party sites, Google notes: tracking in the company's applications will remain for now. 40% of non-ecosystem advertising spending on the Internet goes through Google tools, and in general, 52% of the world's digital advertising spending, or almost $ 300 billion, went through Google, the newspaper recalls.

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