Our POV: Google’s Dumping of Individual Tracking

In the largest announcement since the start of our Atlas series in the ancient past of two weeks ago, Google unleashed on the ad world news that it will no longer track individual users as they travel the internet. This is true regardless of whether or not cookies go away (which we all expect they will). It’s a major announcement, and in typical Google fashion, they just went ahead and did it. 

However, according to Jeff Green, CEO of The Trade Desk, this is good news for the open internet. As you may know, Jeff is at the epicenter of a new standard called Unified ID 2.0. I won’t exhaust that subject here because Ashley Evenson is writing about that right now for a near future post. Unified ID is essentially an anonymized identifier of individuals that will be used to target a variety of user behaviors across myriad digital platforms, including Connected TV.

Our POV on this announcement is that new standards should arise, and sometimes forcing the industry into new and better standards is a good thing. I believe we align with Jeff Green’s position on Unified ID while also embracing the concepts Google is putting in place around cohorts. Google claims that their cohorts model will be 95% as accurate as tracking individual users. I think of cohorts as super-charged, AI based audience segments you might purchase via a DSP or other ad trading platform. There’s also going to be much more on Atlas around cohorts a.k.a. Google’s FLoC product.

Per usual, keep your eyes on Atlas for ongoing developments!

FURTHER READING:

Google’s move away from targeted advertising threatens to upend marketers’ scramble to save digital ads (Business Insider, subscription required)

Google’s Last Chess Move is Great News for the Open Internet (Jeff Green, CEO, The Trade Desk)