User Privacy: Chrome Floc is going to block third party cookies. Not good for ads business

Abstract

If Google sticks to its roadmap, by this time next year Chrome will no longer allow websites to use third-party cookies, which are cookies that come from outside their own domains. The change theoretically makes it vastly more difficult for advertisers to track your activities on the web and then serve you targeted ads.

Because of course Google doesn’t want to kneecap the online ad industry — the one it dominates and from which it makes all its money. Instead, Google wants to replace the third-party tracking cookie with a complicated set of (bird-themed) technologies that are meant to let ad companies target specific demographics like age and location, while at the same time allowing the people who are targeted to remain anonymous. 

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