The advertising industry is currently in turmoil, and not just since the calls for stricter regulation have been getting louder, because after Google announced that it would get out of the business with third-party cookies, the US company does not want to support a complete replacement. With its own concept, the US company also wants to improve respect for privacy on the Internet, but above all to ensure that its own business model does not break away. There is recognition for this, but above all a lot of criticism not only from the advertising industry, which fears for their business. From there, a lot of half-truths are being mobilized against the market power of the common enemy GAFA (Google, Amazon, Facebook, Apple). We would now like to unravel the background.
What is the internet advertising business like and how is it developing? What about privacy? How well do advertisers actually know us? What exactly is Google going to do now, and how is the US company doing? What is behind concepts like “FLoC” and “Fledge”? Where does the loudest criticism of Google’s plans come from, what’s behind them? What are the legislators doing, what plans are there here? What does all of this mean for internet users? What about the web browsers, what developments are there?
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