Google’s plan to drop support for third-party cookies has been expected since last year amid announcements that included its proposed privacy sandbox, but the two-year deadline is new and could compound on the already high pressures impacting ad-tech vendors, publishers and advertisers who rely on cookies. Shares of some ad-tech firms, including Criteo, dropped on the Google news, according to CNBC.
Unless a new technology is adopted by a wide variety of industries, Google’s plan will likely have far-reaching effects on digital advertising.
