All articles tagged with #onlineadvertising
Google is proceeding with major changes to online user tracking, phasing out the use of cookies—a staple in the $600 billion online advertising industry. Despite the lengthy lead-up to this shift, advertisers are still unprepared for the new landscape, which will significantly alter how they target ads to consumers. This move is part of a broader push for increased internet user privacy.
Google has begun a trial phase to eliminate third-party cookies from Chrome, starting with 1% of global users, signaling a major shift in online advertising. The timeline for complete removal is uncertain, potentially extending to early 2025 due to regulatory reviews by the UK's Competition and Markets Authority. The ad industry is cautiously evaluating Google's Privacy Sandbox, an alternative to third-party cookies, with concerns about its impact on competition and effectiveness. Meanwhile, advertisers and ad tech vendors are exploring a variety of alternative IDs and strategies to adapt to the impending cookieless landscape, which promises a complex and transformative future for digital advertising.