The latest on Google tech will be an approach to ad frequency control that uses machine learning support and doesn’t rely on cookies in Display & Video 360. This capability will be later used for Google Ads as well.

The company is increasingly relying on models to inform how ads are delivered, despite not having access to data that can be analyzed. Google is planning to use machine learning to analyze traffic patterns when third-party cookies are available and build models to predict patterns when a cookie isn’t present. “This allows us to estimate how likely it is for users to visit different publishers who are serving the same ads through Google Ad Manager. Then, when there is no third-party cookie present, we’re able to optimize how often those ads should be shown to users,” said Rahul Srinivasan, product manager for ads privacy at Google, in the announcement.

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