Google will not build or use alternate identifiers to track users across the web

Google seems committed to its Privacy Sandbox, the company’s initiative to set new standards for targeted advertising, emphasizing user privacy. As an alternative to third-party cookies, FLoC is a major part of that, so advertisers may have to get accustomed to this new method of targeting, especially if alternate identifiers prove to be unviable.

“People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising. That is why Chrome made the decision to deprecate support for third-party cookies. We believe that aggregate and de-identified methods being developed in the Privacy Sandbox can effectively monetize web publishers,” a Google spokesperson told Search Engine Land.

FLoC has the potential to make attribution and cross-channel data even harder for search marketers, though. FLoC is Chrome-based and therefore won’t be a part of a multi-channel advertising ecosystem. It also brings into question for consumers–if Google’s AI and ML are distributing customers into FLoC cohorts, will the individual data be available to Google?

For larger brands, this situation makes a compelling case for gathering first-party data, through email signups, CRM data, rewards programs, etc., which can be used to learn more about their customers or retarget them.

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DESDE ISLA DE PASCUA MAGDALENA NOVOA V.Los primeros quince días de febrero se celebra la Tapati en Isla de Pascua, una fiesta que muchos no conocen, y que representa una de las mayores expresiones culturales de la Polinesia.Desde hace más de cuarenta años este encuentro reúne a los pascuenses tras un objetivo: revivir sus antiguas tradiciones y transmitirlas a los más jóvenes, mediante competencias destinadas a elegir a la reina del año entre las familias participantes. Los turistas se sorprenden al ver la capacidad de organización de los Rapa Nui, que dedican, durante meses, su tiempo libre a concretar con éxito las más de 50 pruebas ancestrales que conforman esta festividad.De día, diversos rincones de la Isla reciben al público y a los concursantes que participan en competencias como la triatlón rapa nui -carrera con cuelgas de plátano, posta y canotaje- que se mezcla con expresiones artísticas, como tallado en piedra y madera, confección de collares de conchas y coronas de flores, entre otras. Y, a las 21:45 horas, el escenario, ubicado en Hanga Roa, decorado este año con pinturas inspiradas en la leyenda del hombre pájaro, llena de color la noche, mientras que la música y los bailes, interpretados por los clanes participantes, animan a los más de 4.000 asistentes, entre rapa nui y turistas.La Tapati es una fiesta hecha por y para los pascuenses, una enciclopedia de su historia relatada en Rapa Nui, y si bien el idioma priva a los visitantes de conocer el secreto que encierran las letras de las canciones o el tema de las obras, resalta el misticismo de una Isla que, por siglos, ha cautivado a quienes se han aventurado a cruzar 3.700 kilómetros por el Océano Pacífico y vivir una experiencia inolvidable en el ombligo del mundo.

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