Third-party cookies remain as Google advertising in DoJ’s sights – TechTarget

Google is likely to be sued buy the U.S. Department of Justice in September on the grounds that its advertising network is a monopoly. What that means for marketers isn’t yet clear, but there are steps they can take to prepare for disruptions.

The DoJ news comes as Google again postponed deprecation of the third-party tracking cookie, this time until the second half of 2024. While Apple blocked third-party cookies several years ago, Google has postponed the process for the Chrome browser numerous times as it works with digital advertisers and technology vendors to agree on a replacement for anonymized audience tracking it calls the Privacy Sandbox.

EU antitrust authorities have kept watch on how Google handles third-party cookie deprecation and display advertising practices for more than a year, voicing concerns that Google’s ad network may control too much of the European market.

Google’s cookie delays and the impending DoJ antitrust suit likely are unconnected, even though they…

Read Full Story: https://www.techtarget.com/searchcustomerexperience/news/252523784/Third-party-cookies-remain-as-Google-advertising-in-DoJs-sights

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source: https://news.oneseocompany.com/2022/08/12/third-party-cookies-remain-as-google-advertising-in-dojs-sights-techtarget_2022081227029.html

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