Google will no longer build user-level profiles within its ad systems nor will the company use such data to enable targeting on non-Google sites. That means Google’s AdX ad exchange and other services that target ads to web inventory outside Google properties will no longer support any cookie replacement identifiers (think the Trade Desk’s Unified ID or identity tech built by LiveRamp)

Wow. I know we were seeing cookies being phased out in a few years but this is considerably more. Apple made the first move and Google had to follow. No one trusts cookies and the privacy trend continues to gain steam. Who benefits? Consumers who value privacy and a less bloated, more efficient web.

The other major winners will be those with all the first party data. Those retailers that have actual sales taking place on their sites and offer ads on their sites. These moves by Apple and Google will only further shift ad dollars to Amazon, Walmart, Instacart and other retailers.