Google made waves this year when it announced that Chrome, the largest browser, would drop third-party cookies, one of the main ways that advertisers target ads, amid privacy changes that clamp down on how marketers use data.
The move, good for consumer privacy, has sweeping implications for the $108 billion digital advertising market, including denting publishers’ revenue (Google estimated that the costs of ads without third-party data could fall 57%) and making it harder for advertisers to reach consumers.
Schuh is one of Google’s key execs working on the privacy overhaul of Chrome. The longtime Google employee was hired as Chrome’s first full-time security engineer in 2009. He’s tasked with striking a balance between Chrome’s push for privacy controls and advertisers’ desire to use data to personalize and pinpoint ads at people.
He works with adtech companies to help them find other ways to aim ads at people and is involved with initiatives like Privacy Sandbox, Google’s project that promises to create privacy-friendly standards including measurement for online advertising.