Why does it have to be on them to come up with an alternative instead of... like... acknowledging that monopolies and businesses approaching them are harmful to both consumers and businesses?
Think whatever you want of the ad industry, but Google flipping on that every year changes the project roadmap for every competitor in the adtech world. And when they flip again mid-year, it can invalidate months of work that teams have done.
In the end, all adtech companies are happy to see third-party cookies survive, so no one complains when Google backs out of killing them, but the point is that Google’s decisions change the project roadmaps for every competitor because no one is actually competing with Google. They have entirely too much control over the way the internet runs.
The definition of monopoly is not 100% market share.
> but it isn't a monopoly!!!11