Commercial advertising groups oppose the Google Chrome cookie plan

ANA CEO Bob Liodice speaks on stage at the ANA Masters of Marketing conference.


The main commercial groups representing sellers and advertising agencies are criticizing Google’s announcement this week that third-party cookie support will end in their Chrome browser within two years.

Cookies are small pieces of code that websites deliver to a visitor’s browser and stay when the person visits other sites. They can be used to track users on various sites, and they can be used to target ads and see how they work. But Google said it will effectively eliminate third-party cookies in Chrome once it has discovered how to address the “needs of users, publishers and advertisers” and has developed tools to “mitigate solutions.” Chrome is the most popular web browser in the world, with around 69% share in the world market as of September 2019, according to Statista.

The company said it is working on initiatives that would allow online advertising to continue in a more privacy-conscious way, but it is not clear exactly what that means.

The removal of Google from third-party cookies will disrupt part of the economic infrastructure of the web and “can drown out the economic oxygen of advertising that startups and startups need to survive,” said the statement, attributed to Dan Jaffe, EVP of the Government Relations Group in the National Advertisers Association, which represents companies such as Procter & Gamble, Coca-Cola, Microsoft and Apple; and Dick O’Brien, executive vice president of government relations for the American Association of Advertising Agencies, which represents the main advertising agencies.

They said the groups intend to work with industry players, policy makers and Google itself to ensure “effective and competitive alternatives” before Google finalizes third-party cookie support.

“Meanwhile, we urge Google to commit publicly and quickly not to impose this moratorium on third-party cookies until there are effective and meaningful alternatives,” they wrote.

These groups have also been among the groups that oppose the new California privacy law. The groups mentioned concerns about the negative consequences that the proposed regulations could create for consumers and businesses.

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