Good morning, Marketers, FLoC is no more.

Yesterday, Google announced the Topics API, its replacement for FLoC (which was a replacement for third-party cookies). You can learn more about the proposal in our coverage linked above, but here’s the TL;DR:

  • The Topics API will select topics of interest, based on the user’s browsing history, and share those topics with participating sites for advertising purposes.
  • Up to five topics can be associated with a browser, and the API will share up to three of those with a site. Topics are stored for three weeks, with topic selection occurring on the device.
  • Topics is launching with 300 topics. “This is a starting point; we could see this getting into the low thousands or staying in the hundreds [of topics],” said Ben Galbraith, Chrome product director.

At this point, many of the reactions I’ve witnessed from practitioners seem to be about the death of FLoC instead of the introduction of Topics. But, this new targeting methodology is sure to present new challenges and considerations for advertisers. I’ll be diving into what those are over the next few days.

Topics may be the future for Google Ads, but like FLoC, what that future looks like might depend on adoption (or lack thereof) from other browsers. As Galbraith said when I questioned him about this, “Time will tell.”

George Nguyen,
Editor

Google kills FLoC, introduces Topics API as its next-gen targeting tech

The new Privacy Sandbox proposal determines topics to share with sites and advertisers based on the user’s previous three weeks of browsing history.

Read More

Level-up your PPC forecasting with free modeling tools for Excel

Use these tools to quantify unknowns and real-life scenarios.

Read More

How to fix the broken sales-marketing lead funnel

Misaligned goals. Poor execution due to a lack of communication. A dearth of shared, reliable data. All of it culminates in low trust between the two teams. It’s an illustration of the kind of scenario that can cause a deep divide between sales and marketing. And it impacts revenue.

So what do you do? Let’s take a look at how to fix the funnel.

Read more

tCPA may not be going away (yet), but it should: Why it’s time to embrace value-based bidding

Determining the value of your conversions can lead to smarter Google Ads bidding. And, if tCPA does go away, you won't find yourself scrambling for a strategy.

Read More

Webinar: Top 5 Mistakes That Can Make or Break Your International Search Strategy

Consumers around the world turn to search engines to solve their problems and discover new brands. Marketers understand the importance of search in reaching, engaging, and converting their global audiences. But achieving success in international SEO and paid search takes more than translation, and getting it wrong means lost time, budget, and opportunity. Join our experts to uncover the five key mistakes brands make in international search and what you need to do to get it right.

RSVP Today!

Google tests favicons in text ads

Google has confirmed a small experiment that might help users more easily identify an advertiser — by including their favicon in the URL.

Read More

Become a master of search marketing in 2022

Level up your SEO, PPC, and analytics skills with the SMX Master Classes — live, two-day deep dives led by search marketing legends. Get one for $199, or mix and match to save 15%!

Choose your Master Class

4 automated campaign types and how to control them

Automation should supplement, not replace, your skills. At SMX Next, Michelle Morgan and Joe Martinez shared how they find a balance between human knowledge and machine learning for four campaign types.

Read More

From MarTech

Know someone who would like this newsletter as much as you?

Copy this link to share the Search Engine Land newsletter via email, social, or text: https://bit.ly/SELdailynewsletter

breaking news seo game medicine business news news news health news seo health health job game news seo health news news news news seo seo medicineAir duct cleaning company in Memphis Tn