Google's recent reversal on third-party cookies indicates an acknowledgment that alternatives offered less effective targeting without enhancing user privacy.
The UK’s Competition & Markets Authority raised concerns that Google's Privacy Sandbox could distort competition, emphasizing the need for fair treatment of all market players.
Advertisers are facing significant challenges with the proposed removal of cookies, as it complicates user tracking and diminishes existing measurement models in digital marketing.
Google's 2019 study revealed that disabling third-party cookies could drastically impact publishers' ad revenues, prompting fears of significant monetization implications for their inventory.
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