I'm not the biggest fan of Turtledove, but a surprising majority of ad tech commentators who talk about it seem to fundamentally misunderstand the proposal.

The proposal doesn't create a new ecosystem of Google services, it's a browser feature and would define behavior of technology that occurs in the browser. It's not GAM operating on your home system. It's honestly more like cookies than it is something entirely new.

You can most certainly object to it on those grounds and how... like cross site tracking does right now... it may overly advantage larger players. But to claim that it's somehow *more* to the advantage of Google than the current system... I don't think that holds up.

The new thread seems to be to point at it as monopoly behavior and claim that therefore removing third party cookies is monopoly behavior is... incoherent at best.

Especially because every other browser has far greater restrictions on 3rd party cookies than Chrome. It's really *specifically because* of Google's size and market power that the 3rd party cookie *persists*.

In a healthy balanced market, the pressure of other browsers and user interests would have eliminated the third party cookie like... a year ago. It's being *held up* by Chrome. Anyone who claims the elimination of 3p should be delayed on antitrust grounds is highly misleading.