Google's Cookie Revolution: Ad Revenue Plunge & the Future of Web Ads

Google's cookie-killing project in Chrome impacts 30 million users, with a plan to replace cookies with "Privacy Sandbox. Gray Frame Corner

[{"selector":"#anim-1e61f443-20a9-478f-b09a-98254d4ff37c","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0e47573b-07cf-4cb3-8255-f6f87684de0f","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-bb4986c0-cd69-46f4-8a88-f2080ba2745f","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-67cb69e8-487b-419c-9a4d-ec13c5d54cfa","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-282d4657-b122-40b1-bcce-a03a86c8c57b","keyframes":{"transform":["translate3d(0px, 164.75512%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Ad tech firm Raptive reports a 30% drop in revenue for Google's new cookieless users, signaling significant changes. Gray Frame Corner

[{"selector":"#anim-99611db4-dd10-4fec-8bd0-8ba07b664d42","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a0e2a251-5967-478f-bf2a-7abd9a5195e9","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c0d0a690-e7f5-43ee-97ba-c50d37c9c1ee","keyframes":{"transform":["translate3d(0px, 164.75512%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b05b0c62-fa2a-429e-8bce-cddcca96a4e5","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-fec0b983-b599-4df6-b859-435a84386a2e","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] Raptive's Chief Strategy Officer, Paul Bannister, considers the 30% drop a positive outcome for enhancing privacy. Gray Frame Corner

[{"selector":"#anim-129efb9d-0eb6-47d8-ab7e-d95f32d3fbd6","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3396f2b5-778b-46bd-8ff0-edee01ebe3c9","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d4e95267-a354-4a14-882f-951f919c7bbd","keyframes":{"transform":["translate3d(0px, 164.75512%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d20493a0-4c58-4cab-9806-3a24b1ba5f4c","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-b2dc4ac6-dfb3-42bd-9c35-9b819187b9b3","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] The digital advertising auction system heavily relies on cookies for targeted ads based on user demographics. Gray Frame Corner

[{"selector":"#anim-5d5690ba-12e1-4ec7-bed4-c5bb7a37cae0","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-69a2648a-925b-4557-820d-ae1528a31e9b","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c0c081d0-2b5e-4bb1-a65e-e0547d842aac","keyframes":{"transform":["translate3d(0px, 164.75512%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4bf2b7e8-5dba-4ee7-b0ea-a77007bfdc02","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-568126a8-bdb8-4297-bf37-d1511862661e","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] Without cookies, advertisers are less willing to pay for random internet users, resulting in reduced revenue for Chrome. Gray Frame Corner

[{"selector":"#anim-a708300a-c959-4a94-ba94-084a07003500","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5c78442b-fc14-434d-b0dd-e0f0eefc37af","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-82d9a068-2069-41b0-8671-6be21aff4934","keyframes":{"transform":["translate3d(0px, 164.75512%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8a8c35db-6dc1-4b88-a51a-76d4631671db","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-d1d01ff9-652c-4be4-876e-11e471546edf","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] Google emphasizes the dynamic nature of the situation, anticipating ongoing evolution as companies adapt to the changes. Gray Frame Corner

[{"selector":"#anim-29ed8674-eea3-4635-a25c-43f40f2add81","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ca7a7c32-d4aa-49e7-8d75-8afaa5812520","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-56500d05-6553-4f44-9474-2106efee1422","keyframes":{"transform":["translate3d(0px, 164.75512%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e19185ac-d385-494a-a351-281df4e45e53","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-a1e6775c-9e22-4dd5-8fbf-7a1b8ca52107","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] Raptive sees the digital ads industry undergoing a massive overhaul, re-architecting and rebuilding the entire system. Gray Frame Corner

[{"selector":"#anim-94cf40e5-5b62-4e78-b638-b8896617db2c","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c51fdfb6-8a7c-4e40-9985-fba96e3245b5","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-840133a8-da1c-4668-9f60-f5a3e70d7211","keyframes":{"transform":["translate3d(0px, 161.52929%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-19f0e644-ff73-4e41-9931-6213da6801ed","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-41716fbd-5a22-4e18-8ef5-2ad8d4a5f68f","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] Safari and Firefox have long blocked tracking cookies, with Safari users bringing in 60% less revenue than cookie-enabled users. Gray Frame Corner

[{"selector":"#anim-0a002056-1ea6-4abd-a217-fa51e031228c","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-210e6821-46bd-428d-9a9b-de21daeca60c","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-aff8da0f-2213-42e1-b029-86a1e8de0e22","keyframes":{"transform":["translate3d(0px, 161.52929%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d6a9c0d8-3f65-4e89-9e6f-d547c414bdc2","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-c2720fc3-399e-4389-b75a-15a9530cad92","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] Google plans to replace cookies with a new tracking technique under the Privacy Sandbox project, aiming for increased privacy. Gray Frame Corner

[{"selector":"#anim-e711f061-275e-48da-821d-c837b4352122","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2fade17c-c780-47ad-9917-5276403f6535","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e8a85b12-7f7d-4ad2-9940-fd4b7ad94417","keyframes":{"transform":["translate3d(0px, 129.50188%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ff6299aa-0933-420a-80fe-972e0e96a9a3","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-45c1b9bf-0098-47d6-b413-463043899d72","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] The shift towards a cookieless internet may lead to double-digit drops in ad revenue, impacting small and mid-sized websites and publishers. Gray Frame Corner

[{"selector":"#anim-168c2c9e-44b9-48da-9a59-cf03b5004145","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f3a3b362-cceb-43c4-a9b9-62ecf2d05a24","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8c86cd9f-b324-4a40-a0a2-dd442bb9946b","keyframes":{"transform":["translate3d(0px, 600.88844%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-48ff7f5c-dd07-450a-8871-904f704e613d","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-5e2f78fa-7b3d-4a97-af30-f329b2a157c3","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] Swipe Up For More Stories Gray Frame Corner TechyNerd