Banning third-party cookies may not be the ideal solution and may shift power to the tech giants.
In this article, the author urges the industry to consider what the “demise” of cookies will actually mean for the ecosystem. He argues that very little may change and “killing” cookies will mostly hurt independent publishers that depend considerably on third-party cookies.
The author notes that it would be a while until the first-party cookie consortium reaches “critical mass”. Until then, tech players like Google, Amazon, Apple and Facebook would become even more powerful despite increasing public skepticism.
Further, the ad tech industry might be heading towards a “prettiest consent button” contest to encourage more users to opt-in. The author suggests that the industry must embrace “agnostic approaches to understanding and sharing user data across platforms”.
[4 minute read]