Disabling tracking cookies could limit online publishers’ ad revenue by up to 52 percent, Google said in an internal study that tested how the presence of cookies affect programmatic revenue.
Cookies are the digital pieces of data that websites leave on people’s browsers to log information about their whereabouts online. These cookies can inform a website of the type of ad to serve a person.
Google’s Chrome internet browser is reacting to pressure from competitor browsers’ ad tracking and blocking.
Apple has offered protections against tracking cookies for a long time, while Mozilla recently announced that its Firefox browser will start blocking default cookies tracking. Microsoft has also been testing tracking protection features on Edge.
Google makes most of its money selling ads and is hesitant to drop cookies tracking as that will prevent its customers from earning as much revenue as they currently do.
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It is now advocating for an alternative privacy vision that restricts some forms of user tracking without blocking the use of tracking cookies.
“Blocking cookies without another way to deliver relevant ads significantly reduces publishers’ primary means of funding, which jeopardizes the future of the vibrant Web,” Google’s Justin Schuh wrote in a blog post.
Google’s study showed that users expressed greater dissatisfaction with non-personalized ads because they were not interested in what the ads were showing them.