Dec 16 _Tech titan Google is strategically moving against third-party cookies, the tracking tools that fuel online advertising. Starting January 4th, a new feature called Tracking Protection will be tested on 1% of Chrome users worldwide, aiming to curb cross-site tracking by default. This marks the first step in Google’s ambitious plan to ditch third-party cookies entirely for all users by late 2024. Still, the timeline hinges on addressing antitrust concerns raised by the UK’s Competition and Markets Authority (CMA).
The CMA is wary of Google’s dominant position in the digital ad market and its potential to stifle competition by restricting how others gather personalized ad data. This concern echoes the scrutiny of the European Union’s antitrust chief, Margrethe Vestager, who continues to monitor Google’s “Privacy Sandbox” initiative, which includes cookie-blocking tools.
Advisers believe phasing out cookies could benefit media agencies with vital proprietary data insights as their expertise becomes more valuable in a cookie-less world.