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#081e56;}.bg-color-whitepaper {background-color: #3da4c6;}.bg-color-job {background-color: #02644a;}.bg-color-e-dialog-event {background-color: #61ae79;}.bg-color-pressrelease {background-color: #081e56;}.icon.icon-post {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-blog.svg");}.icon.icon-success-story {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-success-stories.svg");}.icon.icon-whitepaper {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-whitepaper.svg");}.icon.icon-job {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-jobs.svg");}.icon.icon-e-dialog-event {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div data-rocket-location-hash="b4d58d7e7fd8b45b2c5dc879cde7eb3f" class="mwd-blogPost flex breadcrumb"> <div data-rocket-location-hash="0841f15ebf099eeaba6f2c7f735d0671" class="container"> <span class="parent"> <a href="https://e-dialog.group/blog/" title="Beiträge">Blog</a> </span> <span class="arrow">></span> <span class="category">Digital Analytics</span> <span class="arrow">></span> <span class="child">Goodbye FLoC & Hello Topics!</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/Blog-Google-Floc.png" data-rocket-location-hash="3216c586da34dcb87b05dbf1a4008576" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>Goodbye FLoC & Hello Topics!</h1><p class="author">von Katharina Edler</p></div></div><div data-rocket-location-hash="5ba37d1761429b8aa4a845fb1ec6d187" class="mwd-blogPost flex metabox space-top space-bottom"><div data-rocket-location-hash="04b24f2a01e05ca636ff58e62299aa1e" class="container"><div data-rocket-location-hash="1572ce06debb49357e5111f58a6037a3" class="col"><div class="metabox-holder"><div class="date">27. Januar 2022</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 2</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>FloC wurde als Antwort auf die zunehmenden Datenschutzrichtlinien und die Abschaffung der Third-Party Cookies von Google entwickelt und ist Teil der Privacy Sandbox. Durch die gewonnenen Erfahrungen innerhalb der FloC-Studien wurde nun jedoch ein neues Tool präsentiert: Topics. Topics soll die Lösung des “Cookieless Trackings” (oder die “Post-Cookie-Welt”) sein und interessensbasiertes Advertising ermöglichen. </p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Digital Analytics</div><p><p>Webanalyse steht für Messbarkeit und ist die Grundlage für langfristige Erfolgskontrolle und Effizienzsteigerung Ihrer (Online) Marketing Aktivitäten.</p> </p><a href="/daten-nutzen/#digital-analytics" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div data-rocket-location-hash="b49efa3be72975323cf1dd9c201b9509" class="mwd-blogPost flex content space-top space-bottom"><div data-rocket-location-hash="68e122c6b23b4519e49c5a2a57b5f054" class="container"> <div data-rocket-location-hash="a9ac7bbbf5f61da0fc847f447e857139" data-elementor-type="wp-post" data-elementor-id="28166" class="elementor elementor-28166" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-6b309f68 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="6b309f68" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-57f6585f" data-id="57f6585f" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-89759aa elementor-widget elementor-widget-heading" data-id="89759aa" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Wie Topics funktioniert?</h2> </div> </div> <div class="elementor-element elementor-element-2fb6c2b6 elementor-widget elementor-widget-text-editor" data-id="2fb6c2b6" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Google analysiert den Browserverlauf des Nutzers, anhand der besuchten Seiten werden Themen ermittelt, die offenbar für den User von aktuellem Interesse sind. Auf Basis der Interessen, kann die entsprechende Werbung dann ausgespielt werden. Diese Themen werden dem Nutzer offen dargelegt und können von ihm jederzeit bearbeitet, somit unerwünschte Interessen deaktiviert werden. Topics bietet damit vollkommene Transparenz und Kontrolle über die eigenen Daten.</p> </div> </div> <div class="elementor-element elementor-element-f35217a elementor-widget elementor-widget-text-editor" data-id="f35217a" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die Themen werden ausschließlich für drei Wochen gespeichert. Die Speicherung der Themen erfolgt auf dem eigenen Gerät, ohne dass externe Server involviert werden. Das bedeutet in weiterer Folge, dass demselben User auf jedem Endgerät unterschiedliche Themen vorgeschlagen werden können, wenn sich das Surfverhalten dahingehend unterscheidet.</p> </div> </div> <div class="elementor-element elementor-element-af55ef7 elementor-widget elementor-widget-text-editor" data-id="af55ef7" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Google setzt bei den Themen auf höchste Sorgfalt, sensible Kategorien wie Geschlecht und Herkunft werden nicht berücksichtigt. Durch die Browser gesteuerte Speicherung, kann der User im Vergleich zu Tracking-Techniken wie z. B. Third-Party-Cookies, die Datenweitergabe besser kontrollieren und nachvollziehen. Mit den gesammelten Interessen bietet man Unternehmen die Online Werbung schalten, eine Alternative zu verdeckten Tracking-Methoden wie Browser-Fingerprinting.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-bc4190d elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="bc4190d" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e4c9a3f" data-id="e4c9a3f" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-cedae7f elementor-widget elementor-widget-image" data-id="cedae7f" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <figure class="wp-caption"> <img fetchpriority="high" decoding="async" width="800" height="451" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20451'%3E%3C/svg%3E" class="attachment-large size-large wp-image-24462" alt="Keyword Cookie Topics" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/keyword_cookie_topics.png 1024w, https://e-dialog.group/wp-content/uploads/2022/02/keyword_cookie_topics-300x169.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/keyword_cookie_topics-768x433.png 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/keyword_cookie_topics.png" /><noscript><img fetchpriority="high" decoding="async" width="800" height="451" src="https://e-dialog.group/wp-content/uploads/2022/02/keyword_cookie_topics.png" class="attachment-large size-large wp-image-24462" alt="Keyword Cookie Topics" srcset="https://e-dialog.group/wp-content/uploads/2022/02/keyword_cookie_topics.png 1024w, https://e-dialog.group/wp-content/uploads/2022/02/keyword_cookie_topics-300x169.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/keyword_cookie_topics-768x433.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> <figcaption class="widget-image-caption wp-caption-text">Bild: Gegenüberstellung der gesammelten Daten, die User bei 3rd Party Cookies (links) und Topics (rechts) nachvollziehen können. Quelle: Google</figcaption> </figure> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-7ca0593c elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="7ca0593c" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3f57bdf3" data-id="3f57bdf3" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-69f50edb elementor-widget elementor-widget-text-editor" data-id="69f50edb" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Topics soll laut Google in Kürze für Entwickler eingeführt werden und für Testungen zur Verfügung stehen und diesmal auch in Europa ausgerollt werden.</p> </div> </div> <div class="elementor-element elementor-element-6d977bb elementor-widget elementor-widget-text-editor" data-id="6d977bb" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die Ausrollung wird zeigen, wie gut das System in der Praxis besteht. Jedoch sollte man sich schon jetzt auf das Verschwinden der 3rd Party Cookies umfassend vorbereiten. Lesen Sie hier mehr zur <a href="https://e-dialog.group/wissen/die-post-cookie-aera-faq/">Post Cookie Ära</a>.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-65c247a8 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="65c247a8" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-708d3f6a" data-id="708d3f6a" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-5f1cc1b8 elementor-widget elementor-widget-heading" data-id="5f1cc1b8" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Noch Fragen? Unsere Analytics-Experten unterstützen Sie gerne: <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a> </h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div data-rocket-location-hash="ddfa30e7b85577acd84410f15654357f" class="mwd-blogPost flex call-to-action space-top space-bottom"><div data-rocket-location-hash="f9357140ee36883ea6064de5d7279a99" class="container"><div data-rocket-location-hash="b0ba8a09814c8228efb38942e632ca71" class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! Füllen Sie dazu einfach das Kontaktformular aus oder rufen uns direkt an.</p><a href="https://e-dialog.group/kontaktformular/" class="btn" title="Jetzt kontaktieren">Jetzt kontaktieren</a></div></div><div data-rocket-location-hash="03910ff8661ec99940484bdcacc47ffb" id="wobbleCTA"></div></div> <div data-rocket-location-hash="432af2bac3067702fc14620b17bfd000" class="mwd-blogPost flex more-topics space-top space-bottom"> <div data-rocket-location-hash="e02d4abb341ba01ddcf628736c86d19a" class="container"> <h3 class="more-topics-headline">Weitere Themen</h3> <div data-rocket-location-hash="42cd2c730aabf27b255fca5895c1d6b0" class="c-post-types c-post-types--slider"> <div class="c-post-types__container swiper-container" data-interval="0"> <div class="swiper-wrapper"> <article class="c-post-types__entry post-64341 post type-post swiper-slide"> <div class="c-post-types__entry-card"> <a class="c-post-types__entry-thumbnail-link" 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