End of third party cookies

“ Fifty-Five is an international consulting firm specializing in data and digital marketing. Expert on topics around buy email list data management and respect for privacy, Guillaume was previously Data protection officer at Dentsu and Director of data consulting at iProspect. He was also the Manager of data & digital innovations at Orange Consulting. »

Google finally abandoned its FLoC method which was to be the main alternative to third-party cookies. What are the main reasons?

Google gave up on its FLoC project for two main reasons: on the one hand, because it failed to get the AdTech ecosystem behind this project, which was problematic since industry buy-in is a sine qua non of its establishment. On the other hand, there was a significant doubt concerning the fact that this service could be deployed as it is in Europe, and this without obtaining the prior consent of the Internet user.

To replace FLoC, Google has just unveiled Topics. Do you think this is a sufficiently privacy-friendly and transparent solution? Can it be well received by Internet users?

Google seems to have learned from its mistakes with FLoC and wants to offer a less intrusive and more transparent service for the end-user with Topics.
Indeed, it should be categorized phone number list finely due to the small number of Topic categories (only 350). Internet users should be able to delete “Topics” that they do not wish to share with the sites visited, and should also be able to oppose the service in a global manner if they wish.

Another novelty that goes in the right direction: when the sites use this service, they receive the subjects likely to interest the visitors of the site but without needing the specific navigation history of a person.