"Ian Trider, VP product, DSP, Basis Tchnologies: Every other browser has already killed off the third-party cookie. Chrome was the only outlier—you can thank the Google Ads business for that. There is internal pressure, due to Google’s business interests. Further, the added scrutiny over Google in Chrome’s attempt to kill off the third-party cookie can be attributed to fear that it will somehow be used to give Google an unfair advantage versus independent adtech."
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