Advertisers' Questions Persist as Google Opens FLoCs to External Trials

The industry is on the precipice of seismic change

Everything seems to go into a frenzy when Google, the gatekeeper of online advertising, drops a blog post. The stock market swings, trade groups scramble and executives across the buy- and sell-side of the ad industry are left searching for answers.

Tumult started in January 2020 when Google announced it will no longer support third-party cookies in its market-leading Chrome browser—a development first reported by Adweek two years ago—beginning in 2022, essentially breaking online targeted advertising.

The

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the April 12, 2021, issue of Adweek magazine. Click here to subscribe.