Google this week began testing its controversial cookie-less tracking and targeting system, which relies on placing Chrome users into audience segments based on their web-browsing history, and then transmitting data about those segments directly to publishers. The company has enrolled “a small percentage” of users in the United States and other countries in tests of its new, so-called “Federated Learning of Cohorts.”
The changes to Facebook’s advertising methods —which generate most of the company’s enormous profits — are unprecedented. The social network says it will no longer allow housing, employment or credit ads that target people by age, gender or ZIP code. Facebook will also limit other targeting options so these ads don’t exclude people on the basis of race, ethnicity and other legally protected categories in the U.S., including national origin and sexual orientation.
The ability to target across devices is a huge need for big-brand advertisers.Verizon, Altice and others eye startups — and pending legislation.
Snapchat’s privacy-minded users may chafe at its latest ad-targeting options — Snap Audience Match, Lookalikes and Snapchat Lifestyle Categories — which will run in between people’s stories, Live Stories or on its Discover channel. The new ad targeting features customer-matching and lookalike-targeting options and will be broadly available this fall.