{"id":12043,"date":"2019-05-22T18:41:17","date_gmt":"2019-05-22T13:11:17","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=12043"},"modified":"2022-09-06T12:30:30","modified_gmt":"2022-09-06T07:00:30","slug":"what-the-new-chrome-anti-tracking-measures-mean-for-web-publishers","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/what-the-new-chrome-anti-tracking-measures-mean-for-web-publishers\/","title":{"rendered":"What the New Chrome Anti-tracking Measures Mean for Web Publishers","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>Google held its annual developer conference I\/O, earlier this month in Mountain View. Apart from the bigger announcements, the company revealed its plans to introduce new privacy controls for Chrome\u2014a change with serious repercussions for ad tech. In this post, we\u2019re going to look at the changes in store and how they might affect web publishers.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/what-the-new-chrome-anti-tracking-measures-mean-for-web-publishers\/#Cookies_and_Tracking_Prevention\" >Cookies and Tracking Prevention<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/what-the-new-chrome-anti-tracking-measures-mean-for-web-publishers\/#Changes_to_How_Chrome_Handles_Cookies\" >Changes to How Chrome Handles Cookies<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/what-the-new-chrome-anti-tracking-measures-mean-for-web-publishers\/#How_this_Might_Affect_Web_Publishers\" >How this Might Affect Web Publishers<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-cookies-and-tracking-prevention\"><span class=\"ez-toc-section\" id=\"Cookies_and_Tracking_Prevention\"><\/span>Cookies and Tracking Prevention<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>At the core of the changes Google is proposing lie enhanced cookie management controls. <a href=\"https:\/\/www.adpushup.com\/blog\/types-of-cookies\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Cookies have many uses<\/a>\u2014they handle log in sessions, save form information, and remember user preferences. In addition, third-party cookies are also used to track users across websites for delivering targeted ads, something that is viewed by many as a privacy violation. Tracking prevention has therefore become a hotly-debated ad tech issue.<\/p>\n\n\n\n<p>Other browsers such as Safari and Firefox already have tracking prevention features in place. For instance, Safari\u2019s <a href=\"https:\/\/www.adpushup.com\/blog\/safari-itp-intelligent-tracking-prevention\/\" target=\"_blank\" rel=\"noreferrer noopener\">Intelligent Tracking Prevention (\u201cITP\u201d)<\/a> blocks all third-party cookies by default, something Google refers to as a \u201cblunt solution\u201d. Indeed, <a href=\"https:\/\/www.adpushup.com\/blog\/what-publishers-should-know-about-the-january-cpm-slump\/\" target=\"_blank\" rel=\"noreferrer noopener\">CPMs<\/a> for Safari traffic have plummeted since ITP came into effect, the only thing that cushioned the blow for publishers was that Safari does not have dominant market share.<\/p>\n\n\n\n<h2 id=\"h-changes-to-how-chrome-handles-cookies\"><span class=\"ez-toc-section\" id=\"Changes_to_How_Chrome_Handles_Cookies\"><\/span>Changes to How Chrome Handles Cookies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Let\u2019s start with some good news first, contrary to what many feared, <strong>Google has given no indication that it will block all third-party cookies by default<\/strong>. Instead, the company is taking a more measured approach to tackling the privacy issues related to cookies.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>When you clear all of your cookies, you\u2019re logged out of all sites and your online preferences are reset. Because of this, blunt solutions that block all cookies can degrade web experience, while heuristic-based approaches\u2014where the browser guesses at a cookie&#8217;s purpose\u2014make the web unpredictable for developers.<\/p><cite><a href=\"https:\/\/blog.chromium.org\/2019\/05\/improving-privacy-and-security-on-web.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Improving privacy and security on the web<\/a><\/cite><\/blockquote>\n\n\n\n<p>So, what is Google\u2019s solution? Here are the details revealed so far:<\/p>\n\n\n\n<h4 id=\"h-explicit-declaration-for-same-site-cookies\">Explicit declaration for same-site cookies<\/h4>\n\n\n\n<p>Going forward, developers will need to explicitly declare cross-site cookies for them to work in Chrome, by using the <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/what-publishers-need-to-know-about-googles-samesite-cookie-update\/\" target=\"_blank\">SameSite cookie attribute<\/a>. That way, users can clear all cross-site cookies while leaving same-site cookies unaffected, preserving user logins and personalization settings. Eventually, only HTTPS-enabled websites will be able to use cross-site cookies, providing <a href=\"https:\/\/www.adpushup.com\/blog\/\" target=\"_blank\" rel=\"noreferrer noopener\">additional security<\/a>.<\/p>\n\n\n\n<h4 id=\"h-stronger-protection-against-fingerprinting\">Stronger protection against fingerprinting<\/h4>\n\n\n\n<p>Since tracking prevention made it difficult for ad tech vendors to track users, some started working on developing alternate methods for user identification. One such method is called fingerprinting, where users are identified based on their unique setup of device and software. Since fingerprinting is neither transparent nor under user control, Google has announced that it will \u201caggressively restrict fingerprinting across the web\u201d.<\/p>\n\n\n\n<h4 id=\"h-ads-transparency-browser-extension\">Ads transparency browser extension<\/h4>\n\n\n\n<p>Google has also promised to release an open-source extension that will provide users with information about the ads that they are viewing on the page. This will include information about the ad tech vendors involved in the delivery of the ad, and the presence of trackers, if any. Extensions like this already exist in the market though, for instance <a href=\"https:\/\/www.ghostery.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Ghostery (opens in a new tab)\">Ghostery<\/a>, so you don\u2019t have to wait to get one.<\/p>\n\n\n\n<h2 id=\"h-how-this-might-affect-web-publishers\"><span class=\"ez-toc-section\" id=\"How_this_Might_Affect_Web_Publishers\"><\/span>How this Might Affect Web Publishers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>At this stage, it\u2019s hard to predict the level of impact these changes will have on publisher revenues, since the features were just announced, and Google plans to roll this out by the end of 2019. Based on what we know so far, some questions can be answered.<\/p>\n\n\n\n<h4 id=\"h-how-does-chrome-s-anti-tracking-compare-to-safari-s\">How does Chrome&#8217;s anti-tracking compare to Safari\u2019s?<\/h4>\n\n\n\n<p>Safari\u2019s ITP blocks all third-party cookies by default. Since Google has categorically stated that it intends to stay away from this nuke option, the impact of these changes is likely to be less severe than Safari. Then again, Chrome\u2019s market share of 60% (Safari\u2019s has 12%) means that its overall impact could be significant. What it comes down to is how Chrome presents the control options.<\/p>\n\n\n\n<h4 id=\"h-is-this-the-end-of-third-party-cookies\">Is this the end of third-party cookies?<\/h4>\n\n\n\n<p>Not yet, but we seem to be headed in the direction. Third-party cookies are the mainstay of targeted advertising on the internet right now, and Google itself is an advertiser, therefore, it cannot afford to take a hard stance like Apple. Even so, users are becoming increasingly wary of third-party cookies and browsers are responding by providing privacy features that are likely to increase cookie blocking rates.<\/p>\n\n\n\n<h4 id=\"h-how-can-publishers-prepare-for-this-change\">How can publishers prepare for this change?<\/h4>\n\n\n\n<p>Since cookie blocking rates are expected to grow in the near and possibly long-term, advertisers spend may shift from cookie-based targeting to contextual targeting. In that scenario, publishers who have a well-defined niche, <a href=\"https:\/\/www.adpushup.com\/blog\/audience-segmentation\/\" target=\"_blank\" rel=\"noreferrer noopener\">audience segments<\/a>, and first-party data, will stand to benefit the most in terms of commanding a higher rate, both in <a href=\"https:\/\/www.adpushup.com\/blog\/the-ultimate-guide-to-real-time-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">RTB<\/a> environments and in direct deals with buyers.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Google held its annual developer conference I\/O, earlier this month in Mountain View. Apart from the bigger announcements, the company revealed its plans to introduce new privacy controls for Chrome\u2014a change with serious repercussions for ad tech. In this post, we\u2019re going to look at the changes in store and how they might affect web<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":12070,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6446],"tags":[6465],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What the New Chrome Anti-tracking Measures for Web Publishers<\/title>\n<meta name=\"description\" content=\"Following the lead of Safari and Firefox, Chrome anti-tracking update will now allow users to restrict the use of cookies. How will it affect publishers?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/what-the-new-chrome-anti-tracking-measures-mean-for-web-publishers\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"What the New Chrome Anti-tracking Measures for Web Publishers\" \/>\n<meta name=\"twitter:description\" content=\"Following the lead of Safari and Firefox, Chrome anti-tracking update will now allow users to restrict the use of cookies. How will it affect publishers?\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/cookie-for-anti-tracking.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; Ad Optimization\",\"publisher\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.adpushup.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/what-the-new-chrome-anti-tracking-measures-mean-for-web-publishers\/#primaryimage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/cookie-for-anti-tracking.jpg\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/cookie-for-anti-tracking.jpg\",\"width\":999,\"height\":786,\"caption\":\"SameSite cookie update rolled out on 4th February\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/what-the-new-chrome-anti-tracking-measures-mean-for-web-publishers\/#webpage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/what-the-new-chrome-anti-tracking-measures-mean-for-web-publishers\/\",\"name\":\"What the New Chrome Anti-tracking Measures for Web Publishers\",\"isPartOf\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/what-the-new-chrome-anti-tracking-measures-mean-for-web-publishers\/#primaryimage\"},\"datePublished\":\"2019-05-22T13:11:17+00:00\",\"dateModified\":\"2022-09-06T07:00:30+00:00\",\"description\":\"Following the lead of Safari and Firefox, Chrome anti-tracking update will now allow users to restrict the use of cookies. 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