Will Google kill third-party cookies?

While some marketers hoped Google would show mercy on third-party cookies, the company has no plans to back down from its upcoming "Cookiepocalypse."
In June 2021, $Alphabet-C (GOOG.US)$ $Alphabet-A (GOOGL.US)$ announced it would phase out third-party cookies in late 2023, with new tracking technology to replace them. Given the widespread use of Google Chrome, the advertising industry may wonder how they can still serve personalized ads and reach consumers in a post-cookie world. While marketing teams have other digital advertising options, they may need to adopt new technologies.
Still, Google isn't the first company to phase out third-party cookies due to privacy concerns. $Apple (AAPL.US)$ eliminated them from Safari and requires applications to get user permission before tracking activity. Mozilla's Firefox began to block third-party cookies in 2019. Additionally, privacy-conscious consumers can download extensions to block Google's third-party cookies.