Inside Google's Targeting Plans for a Post-Cookie World

Latest ad targeting experiments in Chrome show how ad tech is shifting toward a decentralized system

Earlier this week, the Justice Department filed suit against Google citing its dominance of the search market as anti-competitive. But away from the theater of big government versus big tech, advertisers are paying attention to the countdown to the “cookie-pocalypse” as Google prepares to withdraw support for third-party cookies in its Chrome browser.

This, of course, is prompted by changes in user tracking laws across the world, and after making this monumental announcement in January, Google’s Chrome team has been quietly rolling out its Privacy Sandbox initiative.

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