Google Chrome browser will no longer accept third party cookies after the end of 2023.

Google will still collect first party data on its’ own services like YouTube and Search and target ads based on that data. This increases the value to advertisers as the third party data goes away. The change will not affect Search Ads which account for more than half of Google’s Ad revenue.

Firefox, Brave and Safari already block third-party cookies by default.

Google has various alternatives including the Federated Learning of Cohorts (FLoC). Chrome user activity will be tracked through the browser itself. Google then uses that information to create interest based groups which advertisers can target.

Google’s blog on topic

Advertisers also use an invasive technique called fingerprinting to know who you are even with anti-tracking measures turned on (through your use of fonts, or your computer’s ID, your connected Bluetooth devices or other means).