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<p dir="ltr">Google plans to discontinue the use of third-party cookies, which follow users across websites and use that information to target them with customized advertisements, later this year through its Chrome browser. </p>

<p dir="ltr">There will be suffering involved in this change.</p>

<p dir="ltr">Although the goal of the initiative is to protect users' privacy, many of their favorite and essential websites may be at risk. </p>

<p dir="ltr">The change signifies a major remodeling of the online user experience and the world of advertising.</p>

<p dir="ltr">"The open web is going to suffer," remarked Anthony Katsur, CEO of the ad-tech industry association IAB Tech Lab. </p>

<p dir="ltr">"The long tail of the web, the mid-sized and smaller publishers, are going to be very impacted."</p>

<p dir="ltr" style="text-align:center"><img alt="Massive changes coming to Google Chrome" src="http://gospeedcheck.com/filemanager/data-images/imgs/20240329/big-updates-to-google-chrome-may-reshape-modern-internet.jpg" style="height:500px; width:960px"><em>Massive changes coming to Google Chrome</em></p>

<p dir="ltr">Without third-party cookies, businesses don't know as much about their target market. </p>

<p dir="ltr">It may also make it more difficult for them to provide information for free without requiring users to give over their phone numbers or email addresses, which might hurt their ability to monetize from advertising.</p>

<p dir="ltr">Consequently, websites that depend on open-access advertising may find it difficult to stay afloat. </p>

<p dir="ltr">Additionally, when websites attempt to compensate for the drop in value by churning out more advertising, users can be presented with even more ads that they are less interested in.</p>

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