Google's new Chrome privacy controls is causing advertisers to reexamine how they target ads, and Walmart and Target could benefit.
Google plans to crack down on third-party cookies in its Chrome browser, leaving advertisers with lots of questions.in its Chrome browser that let consumers block advertisers from serving ads that use third-party cookies. Third-party cookies help advertisers target digital ads, and Google's move has big ramifications for dozens of ad-tech companies that help marketers with that kind of targeting.
. Similar to GDPR, Google is putting the onus on publishers and marketers to make sure that their websites are designed with clear ways to collect cookies. It's not clear how Google plans to label cookies or what the consent forms that users see will look like. Mike O'Sullivan, VP of product at Index Exchange, also said that it's unclear if publishers' third-party tools that don't run advertising — like analytics and content management systems — will be impacted by the Chrome change.That would look like 70% of traffic is gone': Here are the winners and losers of Google's plans to add privacy tools to Chrome
"Google and Facebook are effectively immune to all third-party cookie blocking because of their unmatched reach with first-party cookies," said Mark Douglas, founder and CEO of ad-tech firm SteelHouse.
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