google chrome

How Google Chrome’s cross-site cookie & fingerprinting changes will affect advertising

Google Chrome is one of the world’s most popular web browsers, it has a market share of above 60%.

Google recently announced some changes coming to Google Chrome that could have an impact on marketing and advertising.

What are the changes?

The changes coming to Google Chrome address cookie privacy. Cookies are bits of information left on your computer or device to help websites or apps remember who you are. They can keep you logged into websites and can also track what you do on a website. Some cookies also follow you from one website to another, allowing them to build up a profile of who you are and your interests etc.

The new change will prevent cross-site cookies from working across domains without explicit consent from the user. Users will be able to clear all cookies but allow them to keep single domain cookies (e.g. user logins and settings).

How will it effect advertising?


One way it could impact on advertising online is through remarketing. When we ‘re-market’ to people on Facebook and Google Ads, we are marketing to people who have been on your website, we know they have been on your website through their cookies. Although remarketing coookies are not ‘cross-site’ cookies, the ease of disabling cookies could mean the amount of people we’re able to remarket to decreases.


It could also have an impact on attribution. Depending on results from campaigns, advertisers will allocate budget appropriately, if users are clearing their cookies more often, it will make it harder to see what campaigns are working and how users are interacting with adverts.

Customer journey

Understanding the user journey of a customer could become less transparent. Cross site cookies allow us to see the different touch points customers have had before making purchase. If users are clearing their cookies more often, it may become less transparent on what adverts they have clicked and how long it took to make a purchase. 

However, what we need to remember is that Google Chrome is owned by the advertising giant so only time will tell if there is going to be an impact, we very much doubt they will want their own changes to have a negative impact on advertising!