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At Google’s annual marketing event Thursday, the company is showcasing ways advertisers will continue to be able to reach consumers as it reduces support for tracking cookies, which advertisers have used for decades to track users across sites to target ads and measure how effective they are.
Google‘s Marketing Livestream is meant to give advertisers, agencies and other partners a sense of the tech giant’s roadmap for the year ahead, and to seek feedback. Jerry Dischler, VP and general manager of Ads, one of the presenters, told CNBC that Google will be discussing privacy, measurement and automation at the event.
With regulators taking a closer look at user privacy, and consumers becoming more concerned about the use of their personal data, tech giants are trying to get ahead by making changes in the name of privacy. Google announced its intention in early 2020 to end support for third-party cookies on its Chrome browser within two years.
But advertising remains Google’s core business, and it needs to keep advertisers happy. The company has been the market leader in online advertising for well over a decade, and is expected to command nearly a 29% share of digital ad spending