Google has announced that it’ll no more use third-party cookies to trace users to promote purposes, moving that’s envisioned having a substantial effect on digital advertising industry. Third-party cookies are small text files that permit advertisers to trace users’ online activities and serve them targeted ads according to their browsing history. However, you will find growing concerns concerning the impact of those cookies on users’ security and privacy. Google intends to replace third-party cookies with new privacy-preserving technologies, for example Federated Learning of Cohorts (FLoC), which groups users into anonymous cohorts according to their browsing history. This move towards more privacy-preserving technologies has implications for advertisers and users. Advertisers will have to find new methods to target users with relevant ads, while users may benefit from greater security and privacy online. Governments and regulatory physiques will also be making plans to improve data protection for users, and also the digital advertising industry will have to adjust to these changes. Overall, Google’s decision is really a significant development for that digital advertising industry along with a step towards greater transparency and control for users.