How to Reimagine Online Advertising After Cookies Die

Google has taken the first significant step toward barring third-party cookies, demonstrating that its privacy aim is more than just talk. Chrome 80 has announced that it will no longer support cross-site sharing unless cookies are identified in accordance with the SameSite internet standard. At first glance, this action is about clarity and internet security. Tracking and targeted advertising can continue as long as publishers and technology vendors appropriately label cookies. But it looks like this will be a significant nail in the cookie coffin, with semi-restricted cookie sharing now the default for those who forget to flag.