The ad industry is asking Google to reconsider its plan to configure the Chrome browser to block cookies set by ad-tech companies and other third parties, reports Digital News Daily.

The move, set to take effect by 2022, could “choke off the economic oxygen from advertising that startups and emerging companies need to survive,” the Association of National Advertisers and American Association of Advertising Agencies said in a statement.

They are urging Google to “publicly and quickly commit to not imposing this moratorium on third party cookies until effective and meaningful alternatives are available.”

The report added that “the groups are responding to Google’s announcement that Chrome plans to automatically prevent ad networks and other third parties from setting cookies.”

More here.

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