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

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.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.