Indeed. But Google is a company built on 3p cookies, perhaps more than any other. Innovating is very difficult at Google in general, but in the search/ads pipel

Indeed. But Google is a company built on 3p cookies, perhaps more than any other. Innovating is very difficult at Google in general, but in the search/ads pipeline it must have been near-impossible. I’d imagine that any replacement that isn’t entirely feature complete (ie does the same thing 3p cookies do today) would have been politically impossible to push seriously. The higher leadership (VPs etc) act mostly like middle-management but with more kool-aid and corp speech. The few who were more bold usually came from acquisitions and left for more impactful work elsewhere, after their bonus payouts (me speculating, but lines up).