Google’s deadline to block third-party cookies in Chrome web browsers in 2022 — Chrome commands 70% of usage on desktop and 41% on mobile, according to the latest estimations — stirred up the advertising ecosystem, making marketers more reliant on first-party data (first party data is the information you collect directly from your audience or customers. It includes: Data from behaviours, actions or interests demonstrated across your websites or apps and Data you have in your CRM or any other kind of database).

And this is the policy that also other browsers and tech giants are following such as Mozilla, Apple, etc. blocking third-party cookies to prevent unwanted consumer tracking.