Google announced it will soon be using machine learning to manage ad frequency when third-party cookies are missing.
This change will first roll out in the coming weeks to Display & Video 360, though Google has plans to bring this capability to its display offerings in Google Ads as well.
Google is rolling out this change as part of a larger effort to improve user privacy while still being able to serve ads in a way that’s effective for publishers and marketers.
Usually, when third-party cookies are blocked or restricted, advertisers no longer have the ability to limit the number of times someone sees an ad. That means someone who’s blocking cookies may end up seeing the same ad over and over again.