Is Google Shooting Itself in the Foot with 3rd-Party Cookie Bans? – MarketBeat
Key Points
- Google has announced plans to ban third-party cookies on its Chrome browser in the second half of 2024.
- Apple has already banned third-party cookies through its Safari browser.
- The ban is expected to have significant ramifications in the digital advertising industry.
- Google works on FLEDGE and FLoC technologies to enable targeted ads without cross-site and cross-app user tracking.
- Fastly could be a big winner with its Oblivious HTTP (OHTTP) deal with Google FLEDGE.
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The generative artificial intelligence (AI) wars that search engine giant Alphabet Inc. NASDAQ: GOOG owned Google is engaged in with Microsoft Inc. NASDAQ: MSFT has overshadowed a looming threat to its advertising business. This looming threat was self-initiated when Google announced plans to phase out third-party cookies on its Chrome browser in the latter half of 2024. Cookies are tiny files placed in your browser and devices by advertisers that track your browsing…
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