Advertisers and ad agencies urged Google not to stop supporting third-party cookies in Chrome until there’s an alternative
By Nat Ives Jan. 16, 2020 3:20 pm ET Marketers and advertising agencies expressed alarm over Google’s plan to phase out support of third-party cookies in its Chrome internet browser.
Google, part of Alphabet Inc., said in a blog post Tuesday it intends to phase out support for third-party cookies in its browser within the next two years. “Thus, we are urging Google to build a collaborative industry-wide process that involves all stakeholders, while committing to protect the current architecture for digital advertising until the industry develops and implements a viable alternative,” Mr. Jaffe said in a statement.
Google’s promised shift was inevitable given rising privacy concerns, said an executive at one digital ad agency. “It’s just an industry trend and a larger movement that I think Google is taking a very measured approach to,” said Justin Scarborough, programmatic media director at PMG Worldwide LLC.
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