These cookies track people across websites to target them with personalized advertising. While this move is intended to protect user privacy, it could significantly impact many websites and the overall user experience on the internet.
The absence of third-party cookies could degrade businesses’ ability to make money from advertising, potentially forcing them to request users’ emails or phone numbers to publish content for free. This change could also lead to an increase in ad volume as sites attempt to compensate for the loss in value.
Apple’s Safari and Mozilla’s Firefox have already blocked third-party cookies, but their market share is much smaller than Google’s. With no other browser for the ad market to fall back on once Chrome removes third-party cookies, websites relying on advertising may struggle to exist. Users may also see more ads that they are less interested in. Despite these challenges, the push to eliminate third-party cookies follows a shift in sentiment towards stronger consumer privacy.
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