The Demise of Third-Party Cookies Could Help Premium Publishers

Facebook and Google are well positioned

First Safari and now Firefox are blocking third-party companies from dropping cookies on publishers’ sites to protect users’ privacy. Those moves hurt revenues of the smaller publishers that depend on third parties to sell ads. But, paradoxically, the winners could be premium publishers and large media companies, especially Facebook and Google, who will be able to prop up their proprietary audience data as the ideal alternative.