Curated News from Street Fight on April 28, 2021
The global push to boost data privacy is opening the door to new technologies designed to track consumers’ interests and serve them relevant ads without relying on third-party data. While Google was among the first major players to enter the space with its Federated Learning of Cohorts, also known as FLoCs, the company is now facing competition from other industry heavyweights, and the push to take the lead in online’s privacy-first future is heating up.
Verizon Media became the latest player to enter the space earlier this month with the launch of Next-Gen Solutions, a tool that helps advertisers and publishers target audiences without any online identifiers. Using artificial intelligence (AI) trained on first-party data from Verizon Media websites like Yahoo, Next-Gen Solutions infers audience characteristics based on context and real-time signals from devices. Similar to Google’s FLoCs, Verizon’s solution does not rely on cookies, mobile app IDs, or hashed email. What differentiates the product is that Verizon’s Next-Gen Solutions requires no user-level profiles, and it works across multiple Internet browsers.