Google considers switching FLoC to a topic-based approach, as exec acknowledges cookie replacement has fingerprinting potential

A lead engineer helping guide Google’s Privacy Sandbox development revealed signs of what may be next for the firm’s most-advanced cookieless ad targeting method. August 11, 2021 Now that Google has postponed its plan to disable third-party cookies in its Chrome browser, the digital ad giant may be considering a transition away from the cohort-based ad targeting approach to a cookieless system oriented around topics. Read more below. - A lead engineer helping guide Google's Privacy Sandbox [development revealed signs]( of what may be next for the firm's most advanced cookieless ad targeting method. - Despite the rising threat of the delta variant, [doing business face-to-face is (cautiously) coming back](, though not with a roar as we had all hoped. - Vindex [describes itself as an esports infrastructure company](, a one-stop shop for brands and companies looking to get involved in competitive or casual gaming content. - The [Digiday+ Future of TV Briefing this week]( takes a look at how connected TV's programmatic advertising market has progressed this year. - Quartz [will make four email newsletters]( the core of its subscription program, after determining that most of its paying members were accessing its content through email. Other things to know about - Hear from PMC chief advertising and partnerships officer Mark Howard, Trusted Media Brands Inc. CEO Bonnie Kintzer and more as they discuss what’s ahead for publishers at the [Digiday Publishing Summit]( in Miami. - Download this new report for a deep dive into the data security threats and vulnerabilities [affecting marketing and communications teams in 2021](. Sponsored by Dashlane. - The pandemic and other industry factors are impacting the publisher sales cycle. Publishers, [take this survey and tell us how you’re evolving your ad sales tactics](. Sponsored by DoubleVerify. Top Stories [Life Beyond the Cookie]( [Google considers switching FLoC to a topic-based approach, as exec acknowledges cookie replacement has fingerprinting potential]( A lead engineer helping guide Google’s Privacy Sandbox development revealed signs of what may be next for the firm’s most-advanced cookieless ad targeting method. howdy! [Future of Work]( ['Reentering the office atmosphere is going to be a bumpy ride': Agencies get creative about welcoming back employees]( Despite the rising threat of the delta variant, doing business face-to-face is (cautiously) coming back, though not with a roar as we had all hoped. [Sponsored by Eyeota]( [How marketers are making the most of their first-party data]( To succeed on a global scale with first-party data, brands will need to update their strategies for expanding addressable audiences — now and in the future. Advertisement howdy! [Gaming & Esports]( [How Vindex is bringing order to the chaotic world of esports]( Vindex describes itself as an esports infrastructure company, a one-stop-shop for brands and companies looking to get involved in competitive or casual gaming content. [Sponsored by Merkle]( [Webinar: Learn why Albertsons’ competitive advantage requires an agile workflow]( Grocery leader Albertsons has created an agile workflow and business processes that work at the speed of competition. Register for this webinar to learn how. howdy! [Business of TV]( [Future of TV Briefing: How programmatic is playing a role for advertisers dealing with a tight CTV ad market]( The Future of TV Briefing this week takes a look at how connected TV’s programmatic advertising market has progressed this year. Advertisement [Sponsored by Affirm]( [The essential ingredient for revenue growth? It’s still exceptional customer experiences]( Download this new report to learn how brands are building best-in-class digital experiences that drive conversions. From Modern Retail. howdy! [Subscriptions]( [Quartz refocuses subscription program on email newsletters for paying readers]( Quartz will make four email newsletters the core of its subscription program, after determining that most of its paying members were accessing its content through email. howdy! [DIGIDAY+ MEMBER EXCLUSIVE]( [Digiday+ Research: Publishers have scaled back their third party cookie prep]( No longer in a race against time, publishers are considerably less worried about life after third party cookies. [All Latest Stories]( [Beyond Ads]( [Atlas Obscura redefines ‘exploration’ after pandemic upturned coverage areas]( As the pandemic eases its restrictions on travel, Atlas Obscura is creating a new hybrid business model that combines 2019's tried-and-true strategy with 2020's innovation. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](