In what is a surprise to no one, advertisers are begging Google not to kill third-party cookies in Chrome, according to CNBC.
Google announced earlier this week its plans to phase out third-party cookies within two years. The company is trying to improve user privacy, while at the same time addressing the needs of advertisers, something it does not believe other browser makers do. While Apple’s Safari and Mozilla’s Firefox both include the ability to block third-party cookies, Google believes those solutions leave advertisers in the cold and encourage them to use more drastic and invasive methods to track users and make money.
In their post announcing the plans, Google was light on details, promising to continue working with the web and advertising community to deliver a solution that was beneficial to all parties. That doesn’t seem to be enough for advertisers, however, as Dan Jaffe, EVP of government relations at the Association of National Advertisers, and Dick O’Brien, EVP of government relations at the American Association of Advertising Agencies, issued a statement protesting Google’s decision.
According CNBC, the statement said Google’s plans“may choke off the economic oxygen from advertising that startups and emerging companies need to survive.”
The advertising groups acknowledged Google’s efforts to implement an alternative to the current cookie-based methods, but urged caution so as not to disrupt the web’s ecosystem with a half-baked solution.
“In the interim, we strongly urge Google to publicly and quickly commit to not imposing this moratorium on third party cookies until effective and meaningful alternatives are available,” the statement said.
As CNBC highlights, these same groups have expressed opposition to California’s CCPA privacy law, so it should be no surprise they aren’t happy with anything that impedes their ability to advertise—not even in the name of protecting user privacy.