{"id":27925,"date":"2021-01-27T10:48:28","date_gmt":"2021-01-27T16:48:28","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=27925"},"modified":"2022-02-16T09:59:36","modified_gmt":"2022-02-16T15:59:36","slug":"privacy-sandbox-floc-testing-to-begin-soon","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/privacy-sandbox-floc-testing-to-begin-soon\/","title":{"rendered":"Privacy Sandbox: FLoC Testing to Begin Soon!"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Privacy Sandbox: FLoC Testing to Begin Soon!<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Eric Hochberger<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2021-01-27T10:48:28-06:00\">January 27, 2021<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p>As you&#8217;ve heard us talk about at length, Chrome is joining the ranks of Firefox, Safari and others by <a href=\"https:\/\/www.mediavine.com\/google-chrome-to-phase-out-third-party-cookies-as-privacy-concerns-reshape-ecosystem\/\">phasing out third-party cookies<\/a> by 2022, forever changing programmatic advertising in the process.<\/p>\n\n\n\n<p>Replacing third-party cookies will require a twofold solution comprised of <a href=\"https:\/\/www.mediavine.com\/first-party-data-grow-me\/\">first-party data<\/a> and what Google calls the Privacy Sandbox.<\/p>\n\n\n\n<p>Today, we&#8217;re focusing on the latter. <\/p>\n\n\n\n\n\n<p>The <a href=\"https:\/\/www.mediavine.com\/contextual-advertising\/\">Privacy Sandbox<\/a> is a proposed collection of web browser features that, when combined, aim to replace many of the previous uses of third-party cookies in advertising.<\/p>\n\n\n\n<p>One such Sandbox initiative, <strong>FLoC<\/strong> &#8211; which Google has announced, along with its launch date and early test data &#8211; is the subject of this post.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-floc-federated-learning-of-cohorts\">What is FLoC (Federated Learning of Cohorts)?<\/h2>\n\n\n\n<p>FLoC is a Privacy Sandbox solution designed to provide targeted <a href=\"https:\/\/www.mediavine.com\/what-is-programmatic-advertising\/\">programmatic advertising<\/a> based on the interests of the user browsing a page but in a privacy-centric way.<\/p>\n\n\n\n<p>It stands for Federated Learning of Cohorts, which is Google&#8217;s attempt to shoehorn every component of the Privacy Sandbox into an overarching bird or avian theme for reasons unknown.<\/p>\n\n\n\n<p>Anyway, the concept of FLoC is that when a user browses websites, that user is assigned to a cohort, or a group of users, with similar interests.<\/p>\n\n\n\n<p>For example, if you visit sites about cars and technology, you\u2019ll likely be assigned to a cohort or group of people who also visit similar sites.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"908\" height=\"534\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02.jpg\" alt=\"graphic showing website users being grouped up with a cohorts\" class=\"wp-image-27967\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02.jpg 908w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-320x188.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-768x452.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-375x221.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-800x470.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-569x335.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-353x208.jpg 353w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-288x169.jpg 288w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-335x197.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-347x204.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-520x306.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-640x376.jpg 640w\" sizes=\"auto, (max-width: 908px) 100vw, 908px\" \/><\/figure>\n\n\n\n<p>That cohort is your flock. See what they did there? Birds of a feather and all that. The FLoC name makes so much sense.<\/p>\n\n\n\n<p>Google will be using machine learning, or artificial intelligence, inside the web browser to learn and place you into these cohorts.<\/p>\n\n\n\n<p>Both internet users and websites themselves are opted in by default to the cohorting process, although there are means of opting out.<\/p>\n\n\n\n<p>FLoC might sound like another mysterious black box, not unlike the third party-cookies it&#8217;s replacing, but that&#8217;s the cool part.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-floc-actually-is-privacy-centric\">FLoC Actually <em>is<\/em> Privacy-Centric<\/h2>\n\n\n\n<p>Living up to its billing as a privacy-first solution, FLoC ensures that cohorts are named by anonymous ID (e.g. 43A7) \u2014 not necessarily \u201cpeople looking to buy a house\u201d or a \u201cfamily expecting a baby\u201d&nbsp;\u2014 and that enough users are assigned to each cohort to keep individuals anonymous.<\/p>\n\n\n\n<p>Beyond that, Google is proposing a degree of randomness to ensure that even if two users browse the exact combination of sites (impossible, but let\u2019s pretend), they can still end up in separate cohorts.<\/p>\n\n\n\n<p>Additionally, Google will be doing its best to guarantee that Sensitive Categories are excluded from FLoC to keep user identities safe.<\/p>\n\n\n\n<p>We know what you&#8217;re thinking. Keeping identities private is great, but how can targeting possibly work when you do? <\/p>\n\n\n\n<p>Good question \u2014 and we have a slightly complicated answer for you.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-targeting-works-with-floc\">How Targeting Works with FLoC <\/h2>\n\n\n\n<p>This is where the FLoC \/ cohort system is going to require significant investment by <a href=\"https:\/\/www.mediavine.com\/what-is-a-dsp\/\">DSPs<\/a> (Demand Side Platforms), the software that advertisers are using to buy ads programmatically.<\/p>\n\n\n\n<p>Like Google, DSPs will also have to use machine learning in order to learn the audiences these cohorts correspond to, determine the cohorts which convert best for each campaign and then properly target them.<\/p>\n\n\n\n<p>It\u2019s advanced, but the good news is that Google has already tested this concept with its own ad-buying software, Google Ads.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-results\">The Results<\/h2>\n\n\n\n<p>On its own DSP, Google found that FLoC was very effective \u2014 up to 95% as effective as third-party cookies in terms of targeting and conversions.<\/p>\n\n\n\n<p>Given the initial estimates of revenue declines of 60% in a world without third-party cookies, a 5% decline is pretty impressive.<\/p>\n\n\n\n<p>It&#8217;s important to note this was only a limited test, and it will be a long road to widespread implementation but it&#8217;s encouraging.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-will-mediavine-implement-floc\">Will Mediavine Implement FLoC?<\/h2>\n\n\n\n<p>Absolutely. As the most <a href=\"https:\/\/www.mediavine.com\/mediavine-wins-most-awards-at-2020-google-certified-publishing-partner-summit\/\">award-winning Google Certified Publishing Partner<\/a>, you can guarantee we\u2019ll be working closely with Google on any new ad initiatives, including FLoC and the rest of the Privacy Sandbox.<\/p>\n\n\n\n<p>Google is expected to begin making FLoC available to the public in March, and we&#8217;ll begin implementation on the Mediavine side as soon as we&#8217;re able.<\/p>\n\n\n\n<p>As for Google\u2019s DSP itself, cohorts are expected to hatch, er, sorry, become available in Google Ad products in <a href=\"https:\/\/www.mediavine.com\/what-is-q2\/\">Q2<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop.jpg\" alt=\"\" class=\"wp-image-25966\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop-320x213.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop-375x250.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop-555x370.jpg 555w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop-344x229.jpg 344w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop-281x187.jpg 281w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop-335x223.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop-347x231.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop-520x346.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop-640x426.jpg 640w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/11\/man-looking-down-and-typing-on-laptop-735x490.jpg 735w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-does-this-mean-we-don-t-need-first-party-data\">Does This Mean We Don\u2019t Need First-Party Data?<\/h2>\n\n\n\n<p>Unfortunately, no. As we said above, first-party data and the Privacy Sandbox present a two-pronged approach to this challenge.<\/p>\n\n\n\n<p>For all its capabilities, FLoC is a fairly limited proposal that can&#8217;t fully meet the needs of the programmatic advertising world.<\/p>\n\n\n\n<p>FLoC cohorts are still controlled by the browser and are therefore limited. They may work better for certain advertiser needs than for others.<\/p>\n\n\n\n<p>For example, cohorts won&#8217;t solve for retargeting (e.g. an ad you show to someone who recently put a pair of shoes in their shopping cart).<\/p>\n\n\n\n<p>Beyond that, FLoC in its current form is only being tested by Chrome. Until Safari, Firefox, Edge and other browsers support it, this isn&#8217;t a fully viable, scalable third-party cookie replacement.<\/p>\n\n\n\n<p>Don&#8217;t take our word for it: Google&#8217;s <a rel=\"noreferrer noopener\" href=\"https:\/\/github.com\/WICG\/floc\" target=\"_blank\">FLoC proposal<\/a> says it\u2019s meant to help supplement first-party data, contextual and \u2014&nbsp;wait for it \u2014 FLEDGE \/ TURTLEDOVE (two Sandbox birds we\u2019ll discuss in future posts).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-first-party-data-and-grow-are-the-future\">First-Party Data and Grow Are the Future<\/h2>\n\n\n\n<p>We&#8217;re excited to implement FLoC and for its potential to help mitigate revenue losses originally estimated to be much greater.<\/p>\n\n\n\n<p>But again it&#8217;s a small part of a bigger plan. <\/p>\n\n\n\n<p>Think of it this way: As a publisher, when it comes to the future of the cookie-less web, would you rather lose 5% of your revenue or make 30-60% more? <\/p>\n\n\n\n<p>That\u2019s where <a href=\"https:\/\/www.grow.me\/\">Grow<\/a> and first-party data come in.<\/p>\n\n\n\n<p>Thanks to the <a href=\"https:\/\/www.mediavine.com\/introducing-the-recipe-card-save-button-a-grow-me-create-crossover\/\">value exchange provided through Grow<\/a>, publishers can incentivize readers to log in, consent to personalized ads (and <a href=\"https:\/\/www.mediavine.com\/grow-me-recommended-content\/\">content recommendations<\/a>) and potentially earn <em>more<\/em> ad revenue per user <em>right now<\/em>.<\/p>\n\n\n\n<p>This, plus the tools provided by the Privacy Sandbox geared towards non-logged-in users, are all part of the path forward this year and beyond.<\/p>\n\n\n\n<p>Getting there will take time \u2014 and experimentation \u2014 but we believe the end result will be a more sustainable, free and open web.<\/p>\n\n\n\n<p>Mediavine is excited to help reinvent an evolving ecosystem that works for publishers, advertisers and readers alike. <\/p>\n\n\n\n<p>In a few years, we&#8217;ll all look back on this and realize third-party cookies were for the birds all along. <\/p>\n\n\n\n<p>(Sorry.)<\/p>\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/eric\/\" target=\"_self\">Eric Hochberger<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-9d3a6402 wp-block-social-sharing-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10)\"><li style=\"color: #000000; \" class=\"outermost-social-sharing-link outermost-social-sharing-link-linkedin has-base-black-color wp-block-outermost-social-sharing-link\">\n\t<a href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.mediavine.com%2Fblog%2Fprivacy-sandbox-floc-testing-to-begin-soon%2F&#038;title=Privacy%20Sandbox%3A%20FLoC%20Testing%20to%20Begin%20Soon%21\" aria-label=\"Share on LinkedIn\" rel=\"noopener nofollow\" target=\"_blank\" class=\"wp-block-outermost-social-sharing-link-anchor\">\n\t\t<svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19.7,3H4.3C3.582,3,3,3.582,3,4.3v15.4C3,20.418,3.582,21,4.3,21h15.4c0.718,0,1.3-0.582,1.3-1.3V4.3 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10.056641 10.517578 C 10.180641 10.371578 10.223641 10.267562 10.306641 10.101562 C 10.389641 9.9355625 10.347156 9.7890625 10.285156 9.6640625 C 10.223156 9.5390625 9.737625 8.3065 9.515625 7.8125 C 9.328625 7.3975 9.131125 7.3878594 8.953125 7.3808594 C 8.808125 7.3748594 8.6425625 7.375 8.4765625 7.375 z\"><\/path><\/svg>\t\t<span class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on WhatsApp\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\r\n<\/div>\r\n<\/section>\r\n<\/article>\r\n\r\n\r\n\r\n<aside class=\"wp-block-group aligngrid  is-animated-on-scroll-25 tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png\" 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class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 21, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 This article was updated on January 21, 2026, to reflect the 2026 eCPM calendar. If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. And while it can feel random in the moment, those swings usually have very little to do&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/best-ecpm-days\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"711\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png 711w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3-320x240.png 320w\" sizes=\"auto, (max-width: 711px) 100vw, 711px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">What to Expect From eCPMs in Q1 (And How to Plan for It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">5 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 Q1 has a reputation. For many publishers, it\u2019s the quarter where eCPMs cool off, dashboards look less exciting, and questions start popping up fast. Is something wrong? Did I miss something? Should I be worried? Short answer: probably not. Q1 behaves the way it does for reasons&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/what-to-expect-from-ecpms-in-q1-and-how-to-plan-for-it\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about What to Expect From eCPMs in Q1 (And How to Plan for It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-320x160.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-768x384.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1170x585.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-800x400.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-569x285.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-960x480.jpg 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1080x540.jpg 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers<\/h3>\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jun 2, 2025<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 As the digital advertising landscape evolves, the need for effective data management and compliance has never been more critical. As part of our commitment to providing exceptional solutions for our publishers, Mediavine is excited to announce our partnership with CONSENTMANAGER, a third-party Consent Management Platform (CMP).&nbsp; As a part of this&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/mediavines-cmp-moves-to-consentmanager\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 As you&#8217;ve heard us talk about at length, Chrome is joining the ranks of Firefox, Safari and others by phasing out third-party cookies by 2022, forever changing programmatic advertising in the process. Replacing third-party cookies will require a twofold solution comprised of first-party data and what Google calls the Privacy Sandbox&#8230;.<\/p>\n","protected":false},"author":5,"featured_media":27958,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14],"tags":[],"audience_post":[],"class_list":["post-27925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Privacy Sandbox: FLoC Testing to Begin Soon! - Mediavine<\/title>\n<meta name=\"description\" content=\"Google will begin testing their Privacy Sandbox FLoC tool soon, and we&#039;re here to explain what that means for our publishers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/privacy-sandbox-floc-testing-to-begin-soon\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Privacy Sandbox: FLoC Testing to Begin Soon!\" \/>\n<meta property=\"og:description\" content=\"Google will begin testing their Privacy Sandbox FLoC tool soon, and we&#039;re here to explain what that means for our publishers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/privacy-sandbox-floc-testing-to-begin-soon\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-27T16:48:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-02-16T15:59:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/sandbox.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"933\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Eric Hochberger\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eric Hochberger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/privacy-sandbox-floc-testing-to-begin-soon\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/privacy-sandbox-floc-testing-to-begin-soon\/\"},\"author\":{\"name\":\"Eric Hochberger\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/ebd6f771035eb5c34fc588d95c5322bb\"},\"headline\":\"Privacy Sandbox: FLoC Testing to Begin Soon!\",\"datePublished\":\"2021-01-27T16:48:28+00:00\",\"dateModified\":\"2022-02-16T15:59:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/privacy-sandbox-floc-testing-to-begin-soon\/\"},\"wordCount\":1084,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/privacy-sandbox-floc-testing-to-begin-soon\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/sandbox.jpg\",\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/privacy-sandbox-floc-testing-to-begin-soon\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/privacy-sandbox-floc-testing-to-begin-soon\/\",\"name\":\"Privacy Sandbox: FLoC Testing to Begin Soon! 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