Big changes coming to Google Chrome threaten to reshape the modern Internet

Google (GOOG, GOOGL) later this yearthrough your chrome browser, will end the use of third-party cookies, technology that can track people across websites to target them with personalized advertising. Infection will not occur without pain.

Although Google’s initiative is meant to protect users’ privacy, it may result in many sites they trust and cherish being left in limbo. The move represents a profound restructuring of the advertising world and user experience on the Internet.

“The open web is going to suffer,” said Anthony Katsur, chief executive of IAB Tech Lab, an ad-tech industry group. “The long tail of the web, the medium-sized and smaller publishers, are going to be greatly impacted.”

Many people are acutely aware that the Internet they experience is based on what different providers think they want to see. For marketers and businesses, the ability to predict what a user wants creates value. As targeting becomes more precise, advertising can become more relevant to the audience.

However, without third-party cookies, businesses have less of an idea of ​​who their audience is. This could reduce their ability to make money from advertising, making it harder to publish content for free without forcing users to hand over their emails or phone numbers.

Chrome, which controls 60% of global Internet traffic, is the last major browser to allow third-party cookies. For years Apple’s (AAPL) Safari and Mozilla’s Firefox have blocked third-party cookies by default. But their market share dwarfs that of Google. And while additional ad dollars flowed into Chrome after Safari and Mozilla enabled more privacy protections, there won’t be another browser to market the ad to once Chrome says goodbye to the cookie.

Attempt to get rid of third parties…

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