- Third-party cookies are going but first-party cookies are here to stay.
- Big Tech (Facebook, Google etc.) has already released their own native browser cookie-blockers.
- Publishers will now have greater opportunities to monetize their audience based on their own first-party data.
Many of the tech majors have already rolled out cookie blockers, such as Apple with Safari’s Intelligent Tracking Prevention (ITP); Firefox’s Enhanced Tracking Protection (ETP) and Microsoft Internet 10, which has a default no-tracking setting. Google’s Chrome, the largest internet browser, recently joined the cookie-blocker club with an announcement in January that by 2022, Chrome will no longer support third-party cookies.
The recent introduction of privacy legislation like GDPR and CCPA means advertisers will find it harder to continue to track users of their browsers, paving the way for the harvesting of first-party data collected by publishers to be valued and utilised more effectively. Some publishers such as the Washington Post have begun their own AdTech products helping publishers connect directly with marketers.
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