Google faces a dilemma as third-party blocking would cause thousands to face a huge loss

Google initially planned to block out third-party cookies from 2022, however, due to regulatory pressure, as it seems, the search engine will delay the update until 2023.

Since Google is the most widely used engine, blocking such cookies would have a major effect on the advertisement industry. Tracking cookies are a way for advertisers to earn more even if they’re third-party sources. While Mozilla, Opera, and similar engines have already performed the deed, we are yet to witness Google finally taking action.

Google admitted through a blog post that the delay of this service is because its regulators have not yet figured an alternative to compensate for the advertisement loss that would be faced by millions due to the cookiepocolypse.

Since Google is one of the leading engines covering multiple bases at once, this is quite a challenge for it to block third-party cookies without upsetting ad agencies. If the platform decides to block all third-party cookies, it would likely face a huge loss with the possible outcome of giving up its place as the leading spot for ads. If it doesn’t do so, it will be bashed by millions on its weak security policies with its inability to block mere third-party cookies for protection, seeing how other search engines have already done the job.

Since there have been increasing issues of privacy protection rising by the clock, Google made a wise decision to shove all the new updates combatting these solutions under the mat and label it as ‘privacy sandbox.’ It will be interesting to see the sandbox fold out as the number of contents seems tiring which is quite an understatement for the developers and regulators having to work on it.

Google has been trying to find alternatives and the best it could come up with was FloC, which decentralizes and targets specific audience based on demographics for better ad positioning however it has not been well-received by many of the advertising agencies except for a positive response from Mozilla, which too, won't implement it right away. This outcome has driven Google to pass out pretty skeptical remarks claiming to 'reconsider' the product hence hinting towards its decline.

Although Google Chrome won't be banning third-party cookies right away, it certainly has set a schedule to fit the 3-month time frame snatched from the original plan to give advertisers more time to adapt to the change. The first phase would encourage ad services to displace their services while the second phase would involve Google providing support to advertisers who could not manage otherwise.

We are delighted that Google is finally going to remove third-party cookies, ensuring our safety, yet we are also deeply saddened by the loss that advertisers would have to suffer from, not to forget the criticism Google would be bombarded with in the time following the change.

Photo: Jaap Arriens/NurPhoto / Getty Images

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