As per the reports, Google has announced that it will be using machine learning to manage the ad frequency in case the third-party cookies are not available to them.
At first, this change will roll out to Display and Video 360, and later on, Google will expand the scheme to Google Ads too.
Google is making an effort to improve the privacy of the user and at the same time, serve ads in an effective way for the publishers and marketers. It can be seen that this change has been brought by Google as a part of this major effort.
Generally, if the third-party has blocked or restricted the cookies, then the advertiser loses the ability to limit the number of times that ads will be shown to those people, which means that if someone has blocked the cookies often end up seeing the same ad again and again which may seem irritating.
This is what Google is planning to do as the solution to the above-stated problem.
“Using traffic patterns where a third-party a cookie is available, and analyzing them at an aggregated level across Google Ad Manager publishers, we can create models to predict traffic patterns when a third-party cookie isn’t present. This allows us to estimate how likely it is for users to visit different publishers who are serving the same ads through Google Ad Manager. Then, when there is no third-party cookie present, we’re able to optimize how often those ads should be shown to users.”
So, Google will be using the publisher’s first-party data to inform the ad frequency to its own site visitors and no user-level information will be shared between the websites. As all the data about the user will be available to Google, it will use machine learning models to come up with the number of times an ad will be seen by the third-party user.
According to Google, this is a better solution in terms of the privacy of the user than other methods such as fingerprints that use the IP address, a user-level signal.