Google's Cookie Band-Aid is FLoC; Will it be a Flop?
Google's move to kill the cookie prompted the creation of FLoC (Federated Learning of Cohorts). This band-aid continues to move ad tech away from what consumers and marketers want, the ability to personalize at a one to one level.
AdAge quotes Google: "Instead of understanding browsing behavior or interests at an individual level, the intent here is to have groups of users who would have similar interests."
Learn why you, as a marketer, need to invest in owning zero party data and a direct relationship with your consumers. We'll tell you how in this episode.