“This is a step in the right direction as we work across Google to raise the bar for how our products deliver better user experiences while also respecting user privacy,” Srinivasan wrote.
Some industry observers would like to see additional privacy controls from Google. Monday’s blog only dealt with Chrome privacy policies, not other important Google properties like Android, which has its own ad ID, said Zach Edwards, chief data architect of the digital supply chain tech company MetaX (and a researcher of Google tracking practices).
Still, having that machine learning built into DV360 will be useful in browser environments like Safari and Chrome, where anti-tracking policies have diminished third-party cookies.
“I think it’s an important product for Google and the market,” Harris said. “And [I] expect there will be more probabilistic tools in the pipeline as businesses look to balance advertiser demands for addressability with consumer demands for privacy.”