The end of the cookie.

Google starts to disable one of the most effective,

but also infamous ad tracking devices

for its Chrome browser today.

A major change in what it signals

about the digital ad landscape and big tech in 2024.

It's Thursday January 4th, welcome to the Tech Check Podcast.

I'm Deirdrebosa and hello Mark Galbert. it's been a while.

I know, happy new year.

Welcome back.

We're back together again for the first time in weeks

and we got some news for us today.

Google, yes, is finally getting rid of cookies for the digital ad landscape at large it's another

monumental change coming just a few years after Apple did something similar to do. Right there's ad landscape implications but there's

also implications for big tech at large which we'll get to but let's talk about

what's actually happening so this has been telegraphed for a while we saw it first

with Apple when it implemented its

app tracking technology known as ATT. Google has said that it's going to do it, but given more

leeway, more time for advertisers, publishers, marketers to prepare.

So today was actually the first step,

disabling cookies for some users.

It amounted to about 1% of Chrome users

...