Programmatic

The Ad-Tech Industry's Response to Google's Targeting Updates

The latest Chrome measures don't spell the end for ad tech, but the writing is on the wall for cookies

Blue background; To the left there is a cookie; on the cookie are four webpages; positioned at the cookie is a red magnifying glass — If Google were to block third-party cookies, it could be a massive change for the industry.iStock

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Google officially unveiled its much-touted privacy overhaul at its flagship Developer I/O conference this week, introducing a series of updates that have been widely hailed as sensible and fall just short of the widely feared “ITP in Chrome” scenario.

The announcement prompted a collective sigh of relief from those who make their money from ad tech (in particular from third-party data) as they won’t be switched off by default, a widely held fear over the past two months.

However,