• The future of how ads are targeted and measured is being debated at the International Web Concert.
  • Adults in the advertising industry are overly concerned about Google.
  • The so-called privacy sandbox identified 14 of the key people involved in the W3C leadership.
  • See more stories on Insider’s Business page.

Marketers, publishers and the Adtech community are working with Google to determine the future of digital advertising.

It’s Google. Killing third-party cookies From Chrome browser and advertisers strive to find new ways to target and measure ads.

Google has it. He developed a large-scale project It’s called a privacy sandbox to replace third-party cookies. One of the most popular ideas is that Google Federated Learning of Cohorts – or FLOCs – creates a group of advertisers who can target according to their browsing habits.

Adtech companies, technology platforms, publishers, advertisers and policymakers are still trying these ideas and failing to satisfy consumers’ privacy concerns is still targeting marketers.

Debates and proposals are taking place in several sub-committees at the World Wide Web Consortium. The most popular sub-committee is called Web Marketing Advertising.

However, not everyone who works on a privacy sandbox proposal is compatible. Critics have suggested that Google’s participation in W3C is higher than other companies, which makes Google feel unfair in discussions and proposals. Quick view Its members According to the W3C Improvement Web Marketing Group, Google claims 43 of the 377 non-chairmanship roles in the group, a significant number compared to other companies.

Google’s work with W3C, however, shows that the new Internet rules are being written in a clear forum.

Insider identified key players on W3C boards and what they were working on. They include Adtech companies, forums, publishers and lawyers. Listed below.