Ready Or Not, Topics Is Replacing FLoC – But Will It Be Useful For Advertisers?

In Vibrant News by bnyquist

Curated News from AdExchanger on January 31, 2021

Google’s Topics API was, well, a very hot topic last week.

Ad tech companies and publishers jumped all over the proposal after it was announced, many with critical takes on the kinks that need to be worked out.

The Topics API is already “take two” for Google. The proposal, which is the latest addition to the Privacy Sandbox, replaces Google’s FLoC (Federated Learning of Cohorts) API after it stalled over privacy concerns. A great irony, since the purported purpose of the Privacy Sandbox is to develop privacy-protective alternatives to third-party cookies.