Google is getting rid of third-party cookies on Chrome, which has more than half of the total browser market share. Marketers should carefully monitor the situation.
The display ads network from Google or other platforms are more negatively impacted by lack of the third party cookies. Google is developing Federated Learning of Cohorts (FLoC), a “privacy-first” and “interest-based” advertising technology. With FLoC, advertisers will then target their ads to cohorts, rather than an individual user. The accuracy of targetting will be worse definitely.
On the other hand, this actually make the first-party data becomes even more valuable to advertisers. Simply put, the Google Ads campaigns like search ads and shopping ads are not impacted as they are based on first party cookies.
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