Google is planning to retain third-party cookies on its Chrome browser, after abandoning the years-delayed implementation of its previous decision to eliminate tiny packets of information or code that tracks users on the internet.
Instead of eliminating third-party cookies, the Google browser will now offer users the option to either turn cookies ‘on’ or ‘off’ through a ‘one-time prompt’. The choice can later be ‘adjusted’ at any time
The decision is a U-turn from Google’s previous commitment to keep user details private, which caused concern globally among marketers and advertisers – the search engine’s largest source of income – who said that the move t
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
Tags:ad buying strategiesadvertisersAdvertisingAnthony ChavezAttribution modelsChromecontextual advertisingcross-site trackingFLoCGoogleMarketersmarketingpersonalised campaignsPrivacyPrivacy SandboxTargeted AdvertisingThe Federated Learning of Cohortsthird-party cookiesthird-party dataTrackingtransparencytrustuser behaviour trends
