Google this month announced that will start to use machine learning to manage ad frequency in DV360. Rahul Srinivasan, Product Manager at Google says the feature will roll out in Display & Video 360 in the coming weeks, and in future in Google Ads.
According to Google, the frequency cap using machine learning will be based on aggregated level data across Google Ad Manager publishers, so no user-level information is shared across websites. Google says that will create models to predict traffic patterns when a third-party cookie isn’t present, and this will allow to optimize how often the same ads is shown to users, when there is no third-party cookie present.
Recent updates on browsers like Safari and Firefox have blocked or restricted third-party cookies.The third-party cookies are used by advertisers to limit the frequency. This restriction affects users, advertisers but also publishers, as ads without cookies represent 52% less revenue for the publishers.