Google Cookie Policy Shift, AdSense Compliance Tools, and TikTok SME Support: What E-Commerce Sellers Must Know

Daily Cross-Border E-Commerce Briefing|April 23,2025

1.Google Halts Third-Party-Cookie Phase-Out

• Google will keep third-party cookies in Chrome,citing ongoing antitrust cases in the US and UK.The surprise pivot gives advertisers more time to migrate to first-party data solutions and keeps remarketing segments intact for Q2 campaigns.
  Source:Reuters,Published on:April 23,2025

2.Rhine River Water Levels Restore 80%Vessel Loads

• Easter rainfall raised Kaub levels,lifting barge capacity to 1,400 t and trimming spot freight rates,though low-water surcharges still apply south of Cologne.EU sellers can re-route cargo to inland hubs like Duisburg for faster clearance.
  Source:Reuters,Published on:April 22,2025

3.FedEx Fuel Surcharge Holds at 18%Amid Diesel Price Dip

• FedEx’s Apr 21–27 table keeps the international and ground fuel surcharge at 18%.DOE/EIA data show average US diesel falling to $3.534/gal,the second weekly decline,suggesting potential savings for shippers who renegotiate surcharges.
  Source:FreightWaves,Published on:April 22,2025

4.ASEAN Foundation TikTok Shop Launch"SOAR Together"

• The initiative will train 50 Southeast-Asian SMEs in live selling,shop optimization,and paid promotion,with up to US$1 k ad credits and showcase slots at the ASEAN Business Investment Summit.
  Source:BusinessWorld Online,Published on:April 23,2025

5.Google AdSense Adds Three Issue Labels to Policy Center

• New"policy issue,""regulatory issue,"and"advertiser preference"tags help publishers diagnose and fix violations faster,protecting ad revenue and user trust.
  Source:Google AdSense Help,Published on:April 22,2025

Strategic Recommendations

• Capture first-party datawith GA4 and Customer Match ahead of future tracking limits.
• Leverage Rhine capacityby routing replenishment through inland barges when economical.
• Automate surcharge formulasto reflect DOE/EIA and FedEx weekly updates.
• Use TikTok SOAR trainingfor low-CAC live-commerce growth.
• Audit AdSense placementsvia new Policy Center labels to avoid revenue loss.

Conclusion

• Agile sellers who localize payments,build data moats and adjust freight rules will outperform peers in a volatile Q2 2025.
• Continuous monitoring of policy and logistics changes turns uncertainty into opportunity.