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

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.