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Later this year Google, through its Chrome browser, will end the use of third-party cookies, technology that can track people across websites to target them with personalized advertising. The transition won't come without pain.
While Google's initiative is meant to shield the privacy of users, many of the sites they rely upon and cherish could hang in the balance as a result. The move represents a profound remaking of the advertising world and user experience on the internet.
"The open web is going to suffer," said Anthony Katsur, chief executive of the IAB Tech Lab, an ad-tech industry group. "The long tail of the web, the mid-sized and smaller publishers, are going to be very impacted."
Many people are hyper-aware that the internet they experience is based on what various providers think they want to see. For marketers and businesses, that ability to infer what a user might want generates value. As targeting gets more precise, advertising can become more relevant to the audience.
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While Google's initiative is meant to shield the privacy of users, many of the sites they rely upon and cherish could hang in the balance as a result. The move represents a profound remaking of the advertising world and user experience on the internet.
"The open web is going to suffer," said Anthony Katsur, chief executive of the IAB Tech Lab, an ad-tech industry group. "The long tail of the web, the mid-sized and smaller publishers, are going to be very impacted."
Many people are hyper-aware that the internet they experience is based on what various providers think they want to see. For marketers and businesses, that ability to infer what a user might want generates value. As targeting gets more precise, advertising can become more relevant to the audience.
Massive changes coming to Google Chrome threaten to reshape the modern internet
Google is ending third-party cookies in Chrome. Here’s what that means for publishers trying to stay afloat in a brutal market.
