Business Insider: Google’s looming privacy changes could shake up ad retargeting — and advertisers are scrambling to find alternatives

Google’s audience segments are based on its own data and are not as expansive as data provided by third parties, said Jason Hartley, the senior vice president and national head of search at 360i.

“It’s going to be very difficult to replace the performance for unfettered marketing,” Hartley said. “We are going to have to look for additional ways to target.”

Mike O’Sullivan, the vice president of product at Index Exchange, also said it was unclear whether publishers’ third-party tools that don’t run advertising —like analytics and content-management systems —would be affected by the Chrome change.

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