BROADCASTS.com

b'When Google announced at the beginning of the year they will be phasing out the use of third-party cookies in their Chrome browser it provoked a strong reaction in a couple of ways. Some saw it as a nod to improving customer data privacy, as cookies allow companies to track where you go on the web and create opportunities for marketers to \\u201cstalk\\u201d you with ads wherever you go. And marketers who worried about not being able to stalk you wherever you go on the web.\\n\\nAnd it\\u2019s those dueling positions \\u2013 customer privacy vs marketers need to market - that is proving difficult to phase out those cookies, as Google announced a nearly two year delay in their cookie phase-out plans last week. The delay seems to be brought on by a hesitancy of some websites and tech companies to implement the tech Google is experimenting with as a cookie replacement - based on the Federated Learning of Cohorts (FLoC) approach. This is supposed to provide a level of abstracting individual user information by creating groups of people with similar browsing habits and placing them in cohorts. And advertisers would have access to cohort data, not individual browser data. But there have been enough concerns about this new approach to slowed the timeline down.\\n\\nRaju Vegesna, Chief Evangelist for Zoho and a thought leader in the area of customer data privacy, joined me for a LinkedIn Live conversation on why he feels Google had to delay the cookie phase out, and why this may be more about protecting ads-centric business models and marketing, and less about protecting customer privacy.'