On the flip side, if Google were to simply shut down third-party cookies without building an alternative like FLOC, small companies, and the consumers who look to them for innovative new products, could pay the price. Big brands who already have contact information for their customers can use email marketing to reach them, while start-up retailers use targeted ads to find new people. Without targeted ads, companies such as glasses seller Warby Parker or makeup start-up Glossier might never have survived long enough to compete and bring down the prices that older companies were charging consumers.
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