Inside Google’s Targeting Plans for a Post-Cookie World

Latest ad targeting experiments in Chrome show how ad tech is shifting toward a decentralized system

The Google logo with darts in it
Cohort, or FLOC, targeting forms part of Google Chrome's Privacy Sandbox initiative. Getty Images, Google

Earlier this week, the Justice Department filed suit against Google citing its dominance of the search market as anti-competitive. But away from the theater of big government versus big tech, advertisers are paying attention to the countdown to the “cookie-pocalypse” as Google prepares to withdraw support for third-party cookies in its Chrome browser.

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