It depends on what kind of ads - IMO the sunset of third-party tracking cookies gives an advantage to companies like Google.
Products that target based on actual user intent benefit from cookie blocks, as that cannot be meaningfully blocked ever. (i.e., when you search for "brunch" ads relating to brunch show up)
Products that target based on behavior away from the product will suffer - but morally I'm ok with that.
Google happens to own one of the most intentful products out there - you directly tell the product what you want to see! The main pain for them will be loss of targeting ability in their network ads displayed on 3rd party sites - but their first-party products I suspect will see a boost in the new world.
Products that target based on actual user intent benefit from cookie blocks, as that cannot be meaningfully blocked ever. (i.e., when you search for "brunch" ads relating to brunch show up)
Products that target based on behavior away from the product will suffer - but morally I'm ok with that.
Google happens to own one of the most intentful products out there - you directly tell the product what you want to see! The main pain for them will be loss of targeting ability in their network ads displayed on 3rd party sites - but their first-party products I suspect will see a boost in the new world.