Google Chrome is ending support for third-party cookies later this year, impacting personalized ads and user privacy.
Without third-party cookies, businesses lose information about their audiences, impacting ad revenue and potentially resulting in more irrelevant ads.
Publishers may face 20% to 40% revenue loss due to reduced ad effectiveness.Ironically, this change could potentially worsen user experiences due to more ads and less relevant content.
Chrome's dominance of the browser market (60%) means there is no alternative for advertisers once third-party cookies are phased out.
Some experts argue that eliminating third-party cookies could normalize more invasive data collection methods, thereby worsening consumer privacy.
Google plans to introduce new privacy-preserving technologies to enable relevant ads without third-party cookies
Google claims its new tools will reduce revenue loss and will collaborate with industry players, regulators and consumer advocates.
Meta, tech giants like Apple and Amazon have their own data ecosystem, making them less dependent on third-party cookies
The expiration of third-party cookies could exacerbate existing challenges for websites, potentially leading to further consolidation of advertising dollars with tech giant