Earlier this year, a plan was announced on the Chromium blog to make third party cookies obsolete …
we are confident that with continued iteration and feedback, privacy-preserving and open-standard mechanisms like the Privacy Sandbox can sustain a healthy, ad-supported web in a way that will render third-party cookies obsolete. Once these approaches have addressed the needs of users, publishers, and advertisers, and we have developed the tools to mitigate workarounds, we plan to phase out support for third-party cookies in Chrome. Our intention is to do this within two years.
advertising competitors right? I saw another article with smaller adtech companies bemoaning FB and Google emerging walled gardens
Yeah, advertising and other tracking competitors, like for example webpage analytics.
I mean, those have probably already started implementing other tracking techniques, like fingerprinting, since Safari and Firefox have been blocking third-party cookies for a few months now.
But fingerprinting causes more server-side load, which is something where Google has more infrastructure and can more easily add more infrastructure, and then yeah, those walled gardens help out a lot, too.
Google and Facebook don’t need to rely on third-party cookies, if you’re on one of their webpages or e.g. on an AMP page.
Google also can rely on the entirety of Android where they don’t need cookies.
Interesting about the cost of identification.
In terms of competition, I was seeking to distinguish between browser competition (eg chrome vs firefox, “edge”, safari, qt, falkon etc) and ad platform competition (doubleclick vs facebook, bing, amazon, apple, etc) but in some ways its all the same ha and your look at the trackers themselves makes a lot of sense