{"id":30214,"date":"2021-04-08T11:59:05","date_gmt":"2021-04-08T16:59:05","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=30214"},"modified":"2022-06-06T09:33:10","modified_gmt":"2022-06-06T14:33:10","slug":"grow-me-floc-testing-underway-at-mediavine","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/grow-me-floc-testing-underway-at-mediavine\/","title":{"rendered":"Grow FLoC Testing Underway at Mediavine"},"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\">Grow FLoC Testing Underway at Mediavine<\/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=\"2021-04-08T11:59:05-05:00\">April 8, 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>The <a href=\"https:\/\/www.mediavine.com\/google-chrome-to-phase-out-third-party-cookies-as-privacy-concerns-reshape-ecosystem\/\">end of the third-party cookie<\/a> is near for <a href=\"https:\/\/www.mediavine.com\/chrome-80-cookie-changes-come-to-latest-google-browser-update\/\">Chrome<\/a> as Google looks to replace much of their functionality with avian-themed solutions. Third-party cookies were for the birds all along!<\/p>\n\n\n\n<p>Ornithological jokes aside, Google&#8217;s <a href=\"https:\/\/www.mediavine.com\/google-doubles-down-on-privacy-sandbox-and-first-party-data-thats-a-good-thing\/\">Privacy Sandbox<\/a> is a series of tools designed to bridge the gap between user privacy and personalized ad targeting in a post-cookie world.<\/p>\n\n\n\n<p>The first solution to begin testing at the end of March was FLoC, or Federated Learning of Cohorts.<\/p>\n\n\n\n<p>Google&#8217;s goal with FLoC is to group users together into anonymous cohorts based on the websites and content they browse while still preserving those users&#8217; privacy.<\/p>\n\n\n\n<p>Put another way, FLoC will allow for readers to be presented with personalized advertising and\/or content based on their interests without individually tracking them.<\/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>You can read more about how these cohorts achieve this delicate balance in our breakdown of <a href=\"https:\/\/www.mediavine.com\/privacy-sandbox-floc-testing-to-begin-soon\/\">FLoC<\/a>.<\/p>\n\n\n\n<p>In terms of its effectiveness, Google believes it to be encouragingly high. The company says FLoC is 95% as good at converting users as third-party <a href=\"https:\/\/www.mediavine.com\/what-are-cookies-and-why-do-they-matter-for-advertising\/\">cookies<\/a> are today.<\/p>\n\n\n\n<p>Like everyone else in the industry, we have a lot of questions. Unlike the rest of the industry, Mediavine isn&#8217;t willing to sit around and hope they get resolved by someone next year.<\/p>\n\n\n\n<p>We wanted to answer them. Now.<\/p>\n\n\n\n<p>That\u2019s why Mediavine is already testing FLoC \u2014 in the real world, right now. As far as we know, we\u2019re actually the first true, real-time test of this technology, before even Google itself. <\/p>\n\n\n\n<p>How is that possible?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-testing-floc-with-grow\">Testing FLoC with Grow<\/h2>\n\n\n\n<p>As our <a href=\"https:\/\/www.mediavine.com\/grow-me-and-first-party-data\/\">first-party data<\/a> solution and our path forward in an ecosystem without the third-party cookie, <a href=\"http:\/\/grow.me\" target=\"_blank\" rel=\"noreferrer noopener\">Grow<\/a> was an obvious and natural fit to use for testing.<\/p>\n\n\n\n<p>Remember, first-party data and relationships aren\u2019t limited to advertising. In fact, this is what powers one live and powerful feature of Grow today: Recommended Content.<\/p>\n\n\n\n<p>The <a href=\"https:\/\/www.mediavine.com\/grow-me-recommended-content\/\">Recommended Content<\/a> feature of Grow uses machine learning to personalize suggested articles to logged-in users based on their browsing behavior. <\/p>\n\n\n\n<p>Here&#8217;s Grow&#8217;s Recommended Content feature in action: <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/02\/grow.me-recommended-content-683x1024.jpg\" alt=\"screenshot of the grow.me's recommended content widget.\" class=\"wp-image-28714\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/02\/grow.me-recommended-content-683x1024.jpg 683w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/02\/grow.me-recommended-content-213x320.jpg 213w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/02\/grow.me-recommended-content-768x1152.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/02\/grow.me-recommended-content-375x563.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/02\/grow.me-recommended-content-247x370.jpg 247w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/02\/grow.me-recommended-content-153x229.jpg 153w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/02\/grow.me-recommended-content-125x187.jpg 125w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/02\/grow.me-recommended-content-223x335.jpg 223w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/02\/grow.me-recommended-content-231x347.jpg 231w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/02\/grow.me-recommended-content-347x520.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/02\/grow.me-recommended-content-427x640.jpg 427w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/02\/grow.me-recommended-content-512x768.jpg 512w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/02\/grow.me-recommended-content.jpg 800w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n\n\n\n<p>Of course, most users aren&#8217;t logged in. For anonymous users, we use a Netflix-style recommendation, based on what other readers were likely to enjoy after reading an article.<\/p>\n\n\n\n<p>But what if we could add a third option: offering recommendations based on the cohort that FLoC put you in? It would almost be like the user logged in, except the entire cohort did. Sort of.<\/p>\n\n\n\n<p>Translation: Think of cohorts as groups of users similar to you. <\/p>\n\n\n\n<p>If you like browsing articles about gluten-free baking, then you might be placed in a cohort with other readers that read about gluten-free baking.<\/p>\n\n\n\n<p>When we select content to recommend, we can see what other people in your cohort were likely to read about rather than the entire population.<\/p>\n\n\n\n<p>Since members of your cohort enjoy similar articles, suggested content will be more personalized than if you were a regular anonymous user. <\/p>\n\n\n\n<p>It won&#8217;t be as effective as if you logged in and received personal recommendations just for you, but it will be something. At least in theory.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"576\" height=\"1024\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-576x1024.jpg\" alt=\"a farewell to third party cookies\" class=\"wp-image-35565\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-576x1024.jpg 576w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-180x320.jpg 180w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-768x1365.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-864x1536.jpg 864w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-375x667.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-800x1422.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-208x370.jpg 208w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-129x229.jpg 129w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-105x187.jpg 105w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-188x335.jpg 188w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-195x347.jpg 195w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-293x520.jpg 293w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-360x640.jpg 360w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-432x768.jpg 432w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-540x960.jpg 540w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1-608x1080.jpg 608w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/floc-grow-1.jpg 1080w\" sizes=\"auto, (max-width: 576px) 100vw, 576px\" \/><\/figure>\n\n\n\n<p>Will it be 95% as effective, proving Google\u2019s theory that FLoC can replace third-party cookies? If so, the content recommendations based on cohorts should be better than our anonymous, Netflix-style recommendations and nearly as good as recommendations for our most personalized, or logged-in users.<\/p>\n\n\n\n<p>This is emblematic of our entire strategy to replace third-party cookies if you think about it:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><a href=\"https:\/\/www.mediavine.com\/grow-is-first-party-data-newsletter-signups-are-not\/\">First-party data<\/a> (logged-in users) will provide the best ad experience. <\/li><li>The Privacy Sandbox and its suite of tools will offer the second best.<\/li><li>Totally anonymous recommendations (potentially other browsers like Safari and Firefox, if they don&#8217;t adopt Privacy Sandbox) will be the least effective. <\/li><\/ol>\n\n\n\n<p>That\u2019s why testing FLoC is so important. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-so-what-do-the-results-look-like\">So what do the results look like?<\/h2>\n\n\n\n<p>Although computers get faster and faster each year, machine learning still requires incredible amounts of data, or interactions, in order to, well, learn. <\/p>\n\n\n\n<p>In other words, it appears the release of FLoC is happening very slowly. <\/p>\n\n\n\n<p>Although Google reports that initial origin trials should be conducted on 0.5% of traffic, our findings are actually significantly lower. <\/p>\n\n\n\n<p>We&#8217;ve only seen thousands of Grow readers come in with an assigned cohort. That&#8217;s a tiny fraction of a fraction of a percent, far below the millions that would comprise 0.5% of web users. <\/p>\n\n\n\n<p>As Google increases that percentage over the coming months, Mediavine will be able to increase the amount of testing we&#8217;ll be able to do.<\/p>\n\n\n\n<p>The exciting thing is that this test is live, and we\u2019ll be the first third party (ironic, we know) to observe the performance of FLoC, live in the wild.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-do-you-need-to-do\">What do you need to do?<\/h2>\n\n\n\n<p>To use FLoC as a publisher? Nothing. Google designed FLoC to be handled entirely by the browser. Chrome itself will be what actually tracks readers, and will respect their privacy settings. We&#8217;ll simply be using Chrome&#8217;s built-in API for incorporating cohorts that are already being calculated and using them in Grow. <\/p>\n\n\n\n<p>Once more for those in the back: Cohort and data collection are NOT done by Mediavine or Grow. <\/p>\n\n\n\n<p>Even if you use a different ad management company, or aren&#8217;t running Grow, these cohorts will be assigned based on readers coming to your site.<\/p>\n\n\n\n<p>If you don&#8217;t want Google to assign cohorts to readers on your site, Google has set up a way to <a href=\"https:\/\/github.com\/WICG\/floc\">opt-out<\/a> via a http response header:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code>Permissions-Policy: interest-cohort=()<\/code><\/pre>\n\n\n\n<p>Since this data is collected by Chrome browsers and not Mediavine, we can&#8217;t implement the solution that allows you to opt out; this will be the publisher&#8217;s responsibility. It&#8217;s also important to note that because of GDPR, Google has decided this will <a href=\"https:\/\/www.adexchanger.com\/platforms\/google-will-not-run-floc-origin-tests-in-europe-due-to-gdpr-concerns\/\">not run in the EU<\/a> during initial testing.<\/p>\n\n\n\n<p>Now, if you want to reap the benefits of FLoC in all its testing glory?<strong> Mediavine publishers should turn on Grow + its Recommended Content feature in their Dashboard and see if the improved suggestions fly (sorry).<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-if-this-works-really-well\">What if this works really well?<\/h2>\n\n\n\n<p>If FLoC soars (double sorry) and meets Google&#8217;s high expectations, we can begin using similar methods to construct better targeting for advertisements with <a href=\"https:\/\/www.mediavine.com\/what-is-grow-me\/\">Grow<\/a>.<\/p>\n\n\n\n<p>In any case, these findings will be exciting beyond Mediavine or Grow. This will be important validation for one of the first models of a new, privacy-centric web.<\/p>\n\n\n\n<p>Can we usher in a new generation of <a href=\"https:\/\/www.mediavine.com\/contextual-advertising\/\">advertising solutions<\/a> that protect users&#8217; privacy in this changing world? We certainly think so, and we&#8217;re excited to help pave the way.<\/p>\n\n\n\n<p>If you have questions about Grow, don&#8217;t hesitate to reach out. Email us at <a href=\"mailto:grow.me@mediavine.com\">grow.me@mediavine.com<\/a>. We build our products based on your feedback and recommendations, and we&#8217;re always here to listen. <\/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\" 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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 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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. 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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 The end of the third-party cookie is near for Chrome as Google looks to replace much of their functionality with avian-themed solutions. Third-party cookies were for the birds all along! Ornithological jokes aside, Google&#8217;s Privacy Sandbox is a series of tools designed to bridge the gap between user privacy and personalized&#8230;<\/p>\n","protected":false},"author":5,"featured_media":30233,"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-30214","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>Grow FLoC Testing Underway at Mediavine - Mediavine<\/title>\n<meta name=\"description\" content=\"Mediavine is the first ad tech company to undergo FLoC testing using Grow, our user engagement suite and first-party data solution.\" \/>\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\/grow-me-floc-testing-underway-at-mediavine\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Grow FLoC Testing Underway at Mediavine\" \/>\n<meta property=\"og:description\" content=\"Mediavine is the first ad tech company to undergo FLoC testing using Grow, our user engagement suite and first-party data solution.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/grow-me-floc-testing-underway-at-mediavine\/\" \/>\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=\"2021-04-08T16:59:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-06T14:33:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/grow-me-floc.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\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=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-floc-testing-underway-at-mediavine\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-floc-testing-underway-at-mediavine\/\"},\"author\":{\"name\":\"Eric Hochberger\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/ebd6f771035eb5c34fc588d95c5322bb\"},\"headline\":\"Grow FLoC Testing Underway at Mediavine\",\"datePublished\":\"2021-04-08T16:59:05+00:00\",\"dateModified\":\"2022-06-06T14:33:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-floc-testing-underway-at-mediavine\/\"},\"wordCount\":1138,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-floc-testing-underway-at-mediavine\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/04\/grow-me-floc.jpg\",\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-floc-testing-underway-at-mediavine\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/grow-me-floc-testing-underway-at-mediavine\/\",\"name\":\"Grow FLoC Testing Underway at Mediavine - 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