ANA and 4As Condemn Google's Cookie Blocking Decision

Google's decision to block third-party cookies in Chrome could have major competitive impacts for digital firms, consumer services and tech innovation, according to industry bodies the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A's).

Earlier in the week in a blog post, Google said its decision is part of a wider aim to make the web more private for users. Blocking these cookies will prevent advertisers from tracking users and understanding their browsing habits, and Google says it is working to develop alternatives within the next two years.

The ANA and 4As have called on Google to 'think again' regarding its decision, which they say would threaten or substantially disrupt much of the infrastructure of today's Internet, without providing a viable alternative. In a statement, they voiced their concerns that the move might 'choke off the economic oxygen from advertising that start-ups and emerging companies need to survive'.

ANA and 4A's EVP Dan Jaffe and Dick O'Brien explained: 'We are deeply disappointed that Google would unilaterally declare such a major change without prior careful consultation across the digital and advertising industries. We intend to work with stakeholders and policymakers to ensure that there are effective and competitive alternatives available prior to Google's planned change fully taking effect. We will also collaborate with Google in this effort, so we can all ensure the digital advertising marketplace continues to be competitive and efficient.

'In the interim, we strongly urge Google to publicly and quickly commit to not imposing this moratorium on third party cookies until effective and meaningful alternatives are available'.

Web sites: www.ana.net and www.aaaa.org .