Last week, Google announced it was hitting pause on big changes to cookies in the Chrome browser. They’re keeping cookies the way they are and stepping back from plans to build a new, simple opt-out tool for users who don’t want to be tracked. You can read more about the announcement here.
This is good news for digital targeting — and great news for L2 users.
Our voter and consumer data is used to power digital advertising by matching offline data (like names and emails) to online identifiers in a privacy-conscious way. That connection, often tied to cookies, makes it possible to reach the right people with the right message.
If Google had moved forward with its plan to phase out cookies, it would have made digital targeting a lot more complicated — especially since Chrome accounts for over half of U.S. web traffic. The industry was already preparing backup plans, but make no mistake: it would have completely reshaped the digital ad world.
Now, with cookies sticking around, the current system stays intact. That means smoother targeting, better reach, and less disruption for campaigns, businesses, and organizations that count on L2’s data to power their outreach.
In short: no curveballs. Just more ways to keep connecting with the audiences that matter most.
