Google’s privacy shift on third-party cookies sparks concerns of Apple-like control

Among the frustration and surprise over Google’s decision to sidestep directly eliminating third-party cookies in Chrome, one concern stands out for ad execs: Google’s evolving stance on privacy seems to be mirroring Apple’s, using it both as a shield and a sword.

To get why this is a big deal, it’s important to better understand what Google’s actually planning for third-party cookies. 

After four years of dragging its feet, Google finally said it will phase them out, but only if users give the thumbs-up. How it will make this work is still a mystery, but the early guess is that giving people the power to opt-out will mostly lead to one thing: users opting out. 

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