Google’s intended changes to how advertisers can target and track users in its market-leading Chrome browser were made apparent this month.
The updates announced at Google Developer I/O will require publishers to declare their cookies as same-site or cross-site using the SameSite attribute, the latter category deemed as less respectful of a user’s privacy, per the web giant’s assessment.
While this is in some way short of earlier fears that Google would turn on “Do Not Track” by default—a move that would emulate Apple’s stance in its Safari browser—its hardened stance on “opaque practices” will require an adjustment in the mindset of many advertisers, according to sources.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in