Blocking third-party cookies in Chrome affects the revenue of the online advertising business. This was reported by Raptive, an advertising technology company, according to Gizmodo.
This is a solution that Google has recently started implementing. It blocked cookies for 1% of browser users, i.e. 30 million people. The tech giant announced such intentions in December and began implementing them last week.
The company will continue to roll out the feature over the coming months until it blocks third-party cookies for all Chrome users.
However, refusal of cookies affects the online advertising business. The fact is that these files allowed collecting information about users and, accordingly, better customizing targeted advertising.
Without cookies, the advertising system will not have detailed information about the user. Therefore, its value decreases. According to Raptive, Google users with blocked cookies generate 30% less revenue.
“The digital ads industry is 30 years old, and now we’re basically re-architecting and rebuilding the entire system,” Raptive says.
At the same time, the firm reassured that their assessment is more of a feeling than a final indicator. They note that the advertising business is adapting to the new reality.
Loading comments …