Google’s Privacy Sandbox: The move from FloC API to Topics API

Actions that advertisers should take in light of Google’s new approach to the deprecation of third-party cookies.

Google’s income from digital advertising was $209bn in 2021 (+42.6% year on year), including $29bn from YouTube (+45.9% YoY) and $30bn from Google Network (+37.3% year on year). This is expected to increase in 2022, in line with advertising spend growth, according to WARC figures.

Even when accounting for people’s pandemic-induced digital consumption increases between 2020 and 2021, Google’s advertising business has delivered significant year-on-year revenue growth since 2001. Of course, this also means the digital advertising landscape worldwide has grown significantly too, as advertisers’ increasing investment is intrinsically related to Google’s revenue in this space.

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