Turns out, Getting rid of 3rd party cookies concentrates power in the ad world in the hands of those with the most 1st party data (and active session cookies). Google, Facebook, Amazon and Apple. [2]
The tracking debate is contentious and has a lot of folks on here who are privacy maximalists, and I'm not trying to debate the ethics of ads.
But in terms of utility, 3rd party cookies are the backbone of ad-tech auctions and targeting, and currently give the non-Goog/FB/Amazon ad providers a way to compete on performance advertising.
Digital ad markets are expected to be nearly $565b this year, and the Tri-opoly of Google/FB/Amazon have 68% of the market. 32% of the market depends on 3rd party cookies to have a chance at competing. [3]
How does the tri-opoli keep traking users when there are no 3rd party cookies? Do they mean to implement an explicit exception/a different tracking protocolol?
Those big companies can simply rely on the amount of informations they get from their own services.
Google has a service for almost everything, Amazon knows exactly what you want to buy and like google is extending to all the aspects of your life with digital services and Facebook as well has apps people spend enough time in to obtain informations about their interests. So their ad networks could work without cookies. But they also rely on fingerprinting that’s done through the ads themselves and the analytics tools almost every website has.
That would have to get fixed by the corporate maintaining that SSO. I even tried whitelisting domains, but it's also PITA since MS redirects you through 10 domains or so. Now I'm using cookie autoeater almost everywhere... so feel free to save your cookies, as soon as I close the tab they are all gone. I have to login every time, but saved passwords solve it reasonably well.
