Third-party cookies are not in a good spot, as a lot of the popular web browsers have been clamping down on them for a while now. Apple has its Intelligent Tracking Prevention (ITP), Firefox has cookie blocking; you get the idea.
Advertising is a key part of the internet, so it makes sense for marketers to feel pressured or afraid given how important third-party cookies currently are to marketing.
Tracking without third-party cookies…
There are actually alternatives to cookies, like Device Fingerprinting, which permits for user-based targeting. Noteworthy in that these go for device identification, rather than a specific user, so they can be limited.
That being said, there’s the fact that Google stated that it won’t be developing an alternative to cookies, which might be a big hurdle for ads, especially since at least 60% of web users are on Chrome.
With regard to Google
Google’s ‘commitment to privacy’ will cost it, naturally, but it’s worth noting how first-party cookies are safe. This means that the tech giant still has YouTube, and all of its other properties for getting user data which they can use for ads.
The death of the third-party cookie is much more an issue for other AdTech vendors, especially the smaller-scale ones, as they just don’t have enough of the online real estate needed to really get value out of first-party cookies.
Google’s also got tricks up its sleeve, like the Federated Learning of Cohorts (FLoC) for targeted advertising. Regardless, the online ad industry, the people invested in something like a king kong advertising review, they’re paying a close eye on proceedings.