Did you see this news from USAToday? Google is getting rid of third party cookies which to me means they are “trying” to corner the advertising and tracking model a bit by ensuring marketing gets the most out of using their platforms and possibly away from the issue of cookie blocking by browser. What this technology is from what we know is unknown today, but I think it could be the ETag. Yes, ETag’s got a bad rap when it was sort of misused by Kissmetrics when they weren’t hyper-transparent about their uses and giving the proper controls to the visitors, but I believe something like that can still be used as long as you build it with Privacy by Design methodologies.
What do you think?