Google makes commitments on the future of online advertising

The American giant has made further concessions to the British antitrust. It wants to ensure that its competitors will not be harmed by the scheduled end of third-party cookies in its Chrome browser in 2023.

Reassure, reassure again, reassure always. This has been the watchword since Google announced in early 2020 that it intended to delete third-party cookies from its Chrome browser - small files that record the behavior of Internet users and are used to send them targeted ads based on their interests. , but also to measure the effectiveness of advertising campaigns.

Advertising professionals fear that Google will take advantage of this upheaval to further strengthen its control over the sector. A proactive investigation was opened in early 2021 by the CMA (the British competition authority) on the subject (also scrutinized by the French CNIL and European antitrust).