Google’s Post-Cookie Targeting Plans Stumble at a GDPR Hurdle

The online giant will delay FLoC experiments in Europe over privacy requirements

an oreo cookie jumping over a hurdle on an orange background
Google will push ahead with FLoCs in the EEA, but GDPR principles are proving tricky. CandO_Designs, sorbetto

The clock is ticking for the online ad industry to transition to more privacy-centric ways as Google prepares to withdraw support for third-party cookies in its Chrome browser next year. For some, the window of preparation will be a little tighter as the industry grapples with new ad targeting standards and how they align with privacy laws.

@stephenlepitak stephen.lepitak@adweek.com Stephen is Adweek's UK Bureau Chief.
@Lucy28Southern lucinda.southern@adweek.com Lucinda Southern is Adweek's media editor.
@ronan_shields ronan.shields@adweek.com Ronan Shields is Adweek's programmatic editor.
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