Inside Google’s Targeting Plans for a Post-Cookie World

Latest ad targeting experiments in Chrome show how ad tech is shifting toward a decentralized system

The Google logo with darts in it
Cohort, or FLOC, targeting forms part of Google Chrome's Privacy Sandbox initiative. Getty Images, Google
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Earlier this week, the Justice Department filed suit against Google citing its dominance of the search market as anti-competitive. But away from the theater of big government versus big tech, advertisers are paying attention to the countdown to the “cookie-pocalypse” as Google prepares to withdraw support for third-party cookies in its Chrome browser.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.