| I believe the biggest "victim" of the increasing difficulty of cross-site tracking are content websites. A content website has nothing to sell, assuming it's not behind a paywall. They are typically funded using general purpose tracking ads. The ads are based on other websites you visit and have nothing to do with the content you're reading. These websites may face a serious threat, and need an entirely different model. The most straight-forward alternative I imagine to be contextual non-tracked ads. Ads related to the content you're reading. Other victims are to be found in the shady world of data aggregators. Their entire existence is based on cross site tracking. Whilst websites and data parties may suffer, Google will continue to hoard data. Almost every website will continue to use Google analytics, Google fonts, Google Tag Manager, the like. This on top of the wide array of consumer products you may use: Android, its various Google apps, Gmail, Youtube, all of it. It's virtually impossible to avoid Google touchpoints, they will continue to know more about you than you do about yourself. They don't need AdWords for that. |