The news: Google has met new opposition from a consortium of Germany’s most significant publishers and advertisers requesting that the EU halt the tech firm’s plans to phase out third-party cookies.
Analyst take: “Consumers have little insight into where their data goes once it is shared, and much less control over it,” said Evelyn Mitchell, digital advertising and media analyst at Insider Intelligence. "If platforms would be more transparent about that and about how consumers can benefit from sharing their data, the threat of regulation could potentially be reduced."
Why it matters: The publishing industry makes money by targeting users with relevant ads based on their preferences as they consume content online. The deprecation of third-party cookies would be an unprecedented shock to that system.
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