Whats really surprising, however, is that Raptive thinks thats good news.
The difference comes down to how digital advertising works.
Now who wants to show him an ad?
Photo: Brooke Becker / Shutterstock.com (Shutterstock)
And this will continue to evolve as companies optimize their offerings over time.
Its hard to predict exactly what effect this will all have on the web.
Google has plenty of them of course and by far the most data across both sides of the market.
Thats part of the problem here.
There are reasons for optimism though.
The 30% number might sound devastating, but its a bit less dramatic in context.
Safari and Firefox, for example, have blocked these cookies for a long time.
Their numbers are a little rosier in comparison.
That will probably change as blocking cookies becomes the norm.
The numbers will also improve as the advertising ecosystem adopts new tracking technologies as well.
They might not spend the money at all, or they might move it onto other platforms.
Heres what that means.
Thats one of the biggest fears, Bannister said.
Google, Meta, and other internet giants will probably do fine on the cookieless internet.
Theres enough money to go around for ad tech players like Raptive, too.
Websites like this one… yikes.
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