Senate Passes Kids Privacy, Safety Bill (mediapost.com)

Google this week began testing its controversial cookie-less tracking and targeting system, which relies on placing Chrome users into audience segments based on their web-browsing history, and then transmitting data about those segments directly to publishers. The company has enrolled “a small percentage” of users in the United States and other countries in tests of its new, so-called "Federated Learning of Cohorts." The only way for people to opt out of the tests is by disabling third-party cookies in the Chrome settings -- though Google plans to offer an opt-out control in April.

It’s difficult for marketers to adapt to most changes, especially those who have concerns about losing the ability to measure and track advertising campaigns. Attribution and measurement will look very different. “It’s been a good run for the cookie,” said Patrick Gut, vice president of U.S. at Adlook, an enterprise demand-side platform (DSP) focused on brand growth. “But when thinking through privacy concerns and legislation, it’s not about finding a transition away from browser tracking cookies, but finding a new way for digital marketing to operate.” The roots of Adlook, which launched in the U.S. about 1.5 years ago built on GDPR standards, originate from RTB House Group, a Polish advertising-technology company that specializes in targeted advertising.

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