Google is always working to ensure as many consumer eyeballs as possible remain on its platforms. This truism holds the first obvious benefit for advertisers — a captive audience. And that audience is the major thing to remember for marketers who are upset about losing third-party tracking capabilities on Chrome later this year.
Pushing Google not to block third-party cookies could backfire. If advertisers want to be where the consumers are, they might want to keep in mind that the changes Google makes are generally aimed at making those consumers happy enough to stay. Generally.
