In Major Reversal, Google Will Keep Cookie Trackers. What it Means for Travel Marketers
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When it came down to it, Google didn't want to anger its core customers — advertisers — and this week announced it won't phase out third-party cookies in its Chrome browser as planned.
These cookies enable companies to track and target consumers across other websites. For example, Expedia can send potential customers an ad when it sees them shopping for luggage on Amazon, or Hilton can offer discounted stays to potential customers who may have been visiting Marriott.com.
Knowingly or not, consumers often agree to enable the use of third-party cookies as trackers when they visit websites. Google's decision to retain these ad trackers reversed a 2019 pledge to phase them out.
Apple gives users of its Safari browser the option to block third party cookies, and limits tracking capabilities. Firefox gives users the choice of how to curtail them.
In its earnings call Tuesday, Alphabet CEO Sundar Pichai said its Google brand will take steps to improve users' privacy options but won't
