Adtech prepares for Google’s latest user-tracking moves

29/03/2022 | IAPP

Google has set out its stall over its plans to phase out third-party cookies for many years, but the goalposts keep moving as a workable cookie alternative proves to be a difficult hurdle to overcome. The technology company is hoping it is finally on the right track after recently abandoning Federated Learning of Cohorts for Topics. The end of third-party cookies also coincides with a move to end cross-application tracking on Android devices by 2024. Both announcements mean advertising technology companies will potentially be shifting user-tracking strategies once again. In this article, the IAPP discuss the details behind the move. 

In related news, The Register reports Google is preparing another round of tests for its privacy sandbox. In two Intent to Experiment messages to Chromium developers, here and here, Google said that its Origin Trials for the company's FLEDGE API and its Topics API would begin following the March 31 release of Chrome 101 Beta.

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