Google's cookie-killing project in Chrome impacts 30 million users, with a plan to replace cookies with "Privacy Sandbox.
Ad tech firm Raptive reports a 30% drop in revenue for Google's new cookieless users, signaling significant changes.
Raptive's Chief Strategy Officer, Paul Bannister, considers the 30% drop a positive outcome for enhancing privacy.
The digital advertising auction system heavily relies on cookies for targeted ads based on user demographics.
Without cookies, advertisers are less willing to pay for random internet users, resulting in reduced revenue for Chrome.
Google emphasizes the dynamic nature of the situation, anticipating ongoing evolution as companies adapt to the changes.
Raptive sees the digital ads industry undergoing a massive overhaul, re-architecting and rebuilding the entire system.
Safari and Firefox have long blocked tracking cookies, with Safari users bringing in 60% less revenue than cookie-enabled users.
Google plans to replace cookies with a new tracking technique under the Privacy Sandbox project, aiming for increased privacy.
The shift towards a cookieless internet may lead to double-digit drops in ad revenue, impacting small and mid-sized websites and publishers.
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