What Google’s War on Fingerprinting Means for Marketers

Tracking changes fall short of initial fears but pose questions on a widely used practice

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.



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This story first appeared in the May 20, 2019, issue of Adweek magazine. Click here to subscribe.