Internet cookies are dead, long live the cookies.


Google will be blocking third-party cookies in chrome soon, just like Safari. However, unlike Safari and Firefox, they won’t be implementing a permission bar. From the looks of it, Google will just block them automatically once you visit a site that has third-party cookies. We don’t imagine this will mean much for your average user, but it’s something to keep an eye on if you’re running ads on your website.


Third-party tracking cookies, meanwhile, underpin much of the targeted advertising industry. And, while Mozilla’s Firefox and Apple’s Safari have already stopped supporting third-party cookies, Google is the first firm to produce replacement advertising support. It’s called Federated Learning of Cohorts (FLoC), and Google says that the goal is to hide individuals in the crowd and use on-device processing to keep a web history private on the browser.


What’s the Mobupps take on this one? We’ve seen it coming since April 2017, when the option of disabling third-party cookies was first introduced in Chrome disabled by default. Four years later the checkbox is filled by default after the update. Besides using cohort identity in FLoC, Mobupps has a rich arsenal of first-party data software for audience retargeting via advertisements, nurturing, and during the sales process. Of course, you can purchase and implement an SSL cert for your custom tracking domain, but there are a couple of other options Mobupps has to offer to our clients.

Move away from client-side pixel tracking and adopt attribution via server postback. Server postback tracking—also called “postback tracking” and “server-side tracking”—is the method of tracking conversions that uses the advertiser’s server rather than the user’s browser.


The other option is Cookieless Client-Side Tracking, using JavaScript SDK. The ITP-compliant Javascript SDK provides a cookieless tracking solution that allows for the accuracy of server-side tracking with the setup effort of client-side tracking. To accomplish this, the Javascript SDK allows three major features:

1. For traffic to be redirected to the advertiser’s landing page through standard redirection and the session to be stored without cookies.
2. For traffic to be sent to the advertiser’s landing page via a direct link and a session to be stored without cookies.
3. Conversions to be triggered based on cookie-less stored sessions for both default and goal conversion points.

As you can see from above, we were ready for this outcome for a while now, but let’s take a closer look at the FLoC, Mobupps team is ready to share our views and first experience.

Conceptually, Google’s proposed system isn’t new – it is a form of profiling, which enables an advertising model that Facebook has been using for some time. Targeting someone’s cohort identity is just like creating a “Lookalike Audience” based on one individual. We should expect profiling to also create several different named cohorts, from which advertisers can create Custom Audiences with mixed interests – something that Facebook also offers.


Can use this tool effectively? Of course, we see this Google move as one more potentially effective instrument in our pocket, which is very similar to what we use every day. This is why, once again, we tell all publishers to stay calm and always be ready for innovations as we are. To feel even more assured in the future of your ads, visit Mobupps website [link] and fill out the contacts form. We’ll make it happen.