Introduction

Google Chrome is one of the leading browsers in terms of market share. Google has announced several plans and subsequent changes for user privacy and third-party cookies in Chrome. These proposed changes have, at times, worried publishers. As a network, Rakuten Advertising does not rely on third-party cookies for our conversion tracking or core attribution processes.

Additional Privacy Controls

Rather than limiting third-party cookies, Google has offered enhancements to give users more choices. Google has shared some information about continuing to expand users' settings and privacy controls, including:

• IP Protection: This may include anonymous IP addresses or two-hop IP addresses in the future.
• Privacy Sandbox API: This partnership with Google aims to find innovative solutions that improve online privacy while preserving an ad-supported internet with free access to content.

Impact to Publishers

Rakuten Advertising’s core tracking and attribution processes do not rely on third-party cookies, so we confidently expect no impact on tracking. We continue to explore ways to evolve our affiliate tracking with APIs, AI, and alternative attribution methods while maintaining our high standard of tracking integrity.