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Google Ends Cookies and the Ad Industry Has Alternatives

  • SWAN network, backed by PubMatic, others, to launch in summer
  • Google’s FLoC has been criticized by privacy advocates
Updated on

Digital advertisers are pushing alternatives to web cookies that compete with a Google proposal, the latest industry efforts to adjust to new curbs on how personal data is used online.

A group of ad executives and lawyers detailed an anonymous identifier on Wednesday that lets people control what ads they see on the web. The technology, called SWAN, is supported by ad-tech companies including PubMatic Inc., OpenX and Zeta Global Corp.