On Tuesday at its annual developer conference, I/O 2019, Google CEO Sundar Pichai unveiled changes to its Chrome browner that will give the search company an even more dominant position in the digital advertising space.
Touted as a privacy feature, the next version of the Google Chrome browser will enable users to block third party cookies. Third party cookies are nothing more than small anonymized data files that allow digital publishers to serve advertisements to website visitors.
Third party cookies are an essential part of the digital media value chain. They enable highly relevant advertising to consumers, which in turn provides the necessary revenue for digital publishers to offer free content on the internet.
News publishers that utilize third cookies compete with Google for advertising revenues. By enabling its Chrome browser to block third party cookies, Google forces websites to sell their advertising inventory through its own AdWords platform, giving it an even larger share of the marketplace Google already dominates.
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How much money is enough?
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