Google's move to kill the cookie prompted the creation of FLoC (Federated Learning of Cohorts). This band aid continues to move ad tech away from what consumers and marketers want, the ability to personalize at a one to one level.

AdAge quotes Google: "Instead of understanding browsing behavior or interests at an individual level, the intent here is to have groups of users who would have similar interests"

Learn why you, as a marketer, need to invest in owning zero party data and a direct relationship with your consumers. We'll tell you how in this episode.