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What happens after Google Chrome kills off third-party cookies?
- Thursday | 4th March, 2021
(Reuters) – Next year, Alphabet Inc’s Google plans to phase out technology in its Chrome browser that lets other companies track users’ web browsing. Here is why Google is making the move, the backlash it has generated and how advertisers plan to personalize ads even after the company kills off a technology known as third-party cookies. Big trade groups representing advertisers have called on Google to delay phasing out cookies until an alternative proves suitable. ANTITRUST ACCUSATIONSThe UK’s Competition and Markets Authority in January began investigating whether restricting cookies on Chrome will help Google increase its dominance in the online ad industry. OTHER OPTIONSOther systems proposed by rivals to Google ad technology include one from Trade Desk Inc that relies on encrypted copies of email addresses that people use to log on to websites.
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