Google Chrome 3rd-Party Cookie Elimination Plan Draws Advertiser Concerns

Google's plan to end third-party tracking cookies on its Chrome browser within about two years (see report, Feb. 15, and here) drew concerns from advertisers Thursday. "It would threaten to substantially disrupt much of the infrastructure of today's Internet without providing any viable alternative," wrote Executive Vice Presidents Dan Jaffe of the Association of National Advertisers and Dick O'Brien from the American Association of Advertising Agencies. They're "deeply disappointed that Google would unilaterally declare such a major change." Their groups will "work with stakeholders and policymakers to ensure that there are effective and competitive alternatives available" and "collaborate with Google in this effort," the officials wrote. They asked the platform to "quickly commit to not imposing this moratorium on third party cookies until effective and meaningful alternatives are available." The company referred us to Tuesday's blog post. It's "pretty explicit that the needs of advertisers and publishers (as well as users) will be addressed," emailed a Google representative Thursday.