Jessica Martin, Google’s head of privacy in APAC, believes user privacy can be protected while delivering business results through advertising.
At AdNews LIVE, 2022: Life After Cookies event, she spoke of putting privacy first again.
“We can improve privacy while still delivering business results,” she told the Sydney event.
One solution, called FLoC, uses browsing history on Chrome to determine a user’s interests and then deliver ads.
The data is anonymous with the browser generating large groups, or cohorts, with similar interests.
These would change over time as browsing interests changed.
Advertisers could select ads of interest to the large FLoCs.
“I believe something has to change and we can see that from users expectations," she says. "We can see it in the regulation. We can see it in technology.
"But it needs to change to build a better version going forward, like a future forward one that's sustainable, durable and one that works for everyone in the ecosystem."
AdNews would like to thank our supporting partners: Foxcatcher, Foxtel Media, Integral Ad Science, LiSTNR and The Trade Desk and associate partner Captify.
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