Google's plan faces legal challenge

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 18, 2021, 6:00 AM GMT+0

US officials say that Google's plan for cookie-less targeting is "anticompetitive".

The search engine giant recently announced it would be launching a cohort-based targeting method, a privacy-centric substitute for cookie-based targeting. The announcement comes on the back of Google's Chrome browser's plan to phase out third-party cookies by 2022.

However, Texas Attorney General Ken Paxton and other US law enforcement officials claim the company's plan for cookie-less targeted ads would put Chrome browser at the core of tracking and targeting. The new targeting plan would further solidify Google's already market-dominant position.

An amended antitrust complaint against Google alleges that the search engine giant is using privacy as an excuse and is hiding its "true intentions." They further allege that cohort-based targeting would be less personalised than cookie-based ads, but it would still track users' web-browsing activity. 

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