Google Chrome increases data protection and blocks cookies until mid-2024

However, this change could result in users receiving less personalized advertising. Since third-party cookies play a key role in the creation of personalized advertising, their absence could mean that ads are less tailored to individual interests. However, Google is working on alternative approaches such as the Privacy Sandbox project to continue to offer advertisers the ability to serve relevant ads without compromising user privacy.

Other leading browsers such as Apple Safari and Mozilla Firefox have already taken similar measures, underlining an industry-wide trend towards greater privacy. Platforms such as Facebook, which rely heavily on third-party cookies, could suffer from this development, while companies such as Amazon, which have extensive first-party data, may be less affected.

For Google's business model, the end of third-party cookies in Chrome is a challenge, especially since Google Analytics relies on these cookies. However, Google has other resources such as DoubleClick that enable targeted advertising based on first-party data. Google is developing alternative tracking solutions and working on cohort-based approaches such as Federated Learning of Cohorts (FLoC) to strengthen or even expand its position in the digital advertising market.