This seems to be a move on Google's part to show users it's a proponent of consumer privacy.
But Google's changes could be a blow to other digital marketing companies, many of which use cookies to target ads and see whether they're performing. And industry players wondered whether Google might give its own tracking preferential treatment while boxing out other players.
Some experts wondered whether Google will have to play by the same rules as third-party advertisers, and whether if Google cookies were blocked, the browser would still be able to track a user using their Google ID if they were logged in.But industry players like Dataxu CEO Mike Baker said he was worried whether Google might give its own ad tech business a free pass for being operated under the same brand.
"What's interesting is this seems like a first step, not just on Google's part but as an industry as a whole, where they are giving a small amount of control to the consumer to be able to have some limitations on how [they] are being tracked," said Joe Maceda, chief instigation officer at GroupM media agency Mindshare. "In the long run, this is likely simply a first step and eventually that will become the expectation.
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