Amid the whirlwinds of the industry’s response, it’s become abundantly clear that the demise of the cookie is probably a good thing for everyone involved – audience members, publishers and even marketers.
The cookie’s demise has been written on the wall for some time. Many trends have been gradually diminishing the efficacy of the cookie. And, people generally dislike the feeling of someone tracking their every online move. Why not replace that tension with a better model? It’s time to turn to newer, better tools.
Full article: No need to mourn the death of the third-party cookie