In two years, Google looks to block third-party cookie use in Chrome

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 15, 2020, 9:36 AM UTC

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.  

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