Any new technology that replaces it must be able to anonymously track conversion.
Following Safari and Firefox, Google will block third-party cookies in Chrome “within two years”. Google is looking to launch a new set of technical solutions to make up for it.
These new technologies could be “less invasive and annoying” than cookie tracking. Further, they are also expected to ease targeting a particular demographic in addition to providing anonymous tracking so that brands are aware if their ads led to conversion.
The article shares a concern Google has, that cutting-off cookies could lead “bad actors” to shift to complex fingerprinting methods. The author notes that given how extensive a list of things that third-party cookies can do is, the industry could take a long time to decide what (if at all) to replace them with.
[3 minute read]