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Loading...Topics API - What is It?
Earlier this month, Google made an announcement concerning Topics API, a blueprint for a new method of displaying ads. The solution is supposed to replace Cookies. Interestingly, it's not the first project of this kind - we’ve seen ideas like FLoC ( Federated Learning of Cohorts) before. Topics API is likely to become the golden mean for users that value privacy, and advertisers willing to explore the future of targeting. According to marketers, Topics API appears to be a much more realistic option than the aforementioned FLoC, which raised privacy concerns. The new solution won't track users as much as FLoC was supposed to do. [caption id="attachment_49482" align="aligncenter" width="602"]
Source: https://blog.google/products/chrome/get-know-new-topics-api-privacy-sandbox/[/caption]
Feedback on Google's Ideas
Google listened to feedback and made significant improvements. Not only willWill Chrome Be the Only Browser with Topics?
It's worth noting that Topics API is supposed to work only on Google Chrome, whose popularity is constantly decreasing. While it continues to be the most willingly chosen browser, more and more people select Microsoft Edge. The lack of support for other solutions is concerning, but it shouldn't affect anyone's budget. Google is probably hoping to dominate the browser market in order to work on Topics without having to negotiate it with its competitors. [caption id="attachment_49484" align="aligncenter" width="750"]
Source: https://gs.statcounter.com/[/caption]
Topics or FLoC?
Is Topics better than FLoC? From a users’ perspective, it seems to be more privacy-friendly and transparent. However, for marketers, it means broader targeting, which gives them less control over their actions. [caption id="attachment_49486" align="aligncenter" width="602"]
Source: https://winaero.com/google-is-about-to-replace-its-controversial-floc-with-topics/[/caption]
As a consequence, it's crucial to modify marketing actions and approach the topic a little more creatively.
