The market seems to be ignoring it, but Facebook is facing a major challenge to its business model. One so big in fact, that it is an esoteric threat to its whole way of making money (not to mention the rest of social media). That challenge is the collective ditching of third party cookies, which are little tools used to track users across sites. Third party cookies are used to assemble profiles of user behavior that then allow Facebook to deliver targeted ads. Since third party cookies are now being phased out by major browsers, Facebook (and other social media companies) are going to have a much tougher time assembling behavioral profiles, and this could ultimately have a cataclysmic effect on revenue and profitability. According to a research analyst, and explained by Barron’s, the big worry is that the decline of cookies—which is being called the “cookiepocalypse—will “will lead to ‘signal loss’ for advertisers, leading to reduced returns on advertising, and then an ‘implosion’ in ad spend by direct-to-consumer advertisers”.