To make things clear: Getting rid of 3rd party cookies will benefit Google. Google is building alternative mechanisms that they can use to do similar advertisi

To make things clear: Getting rid of 3rd party cookies will benefit Google. Google is building alternative mechanisms that they can use to do similar advertising (the Privacy Sandbox[1]). This may or may not be better than 3rd party cookies (it's nuanced). It's undoubtedly better for Google - they are the ones who are doing most of the work on this, and so their tech will work the best when the transition occurs. Many (most?) AdTech networks will fall even further behind Google's network, giving Google a competitive advantage. We saw the same thing with GDPR - Facebook and Google were the most involved in the design process and had the biggest budget and were the best prepared when it rolled out. They already had transitioned to GDPR-compliant storage etc, so didn't lose any targeting ability, whereas other companies did, and newcomers had bigger barriers to entry. [1] https://privacysandbox.com/intl/en_us/open-web/#proposals-for-the-web https://privacysandbox.com/intl/en_us/open-web/#proposals-fo...