No More Third Party Cookies—Good Or Bad News? - Forbes | The Marteq Alert |
Doing away with third party cookies has been touted as “privacy enhancing” for consumers. However, years of research have shown that doing away with cookies, both 1P and 3P, does not necessarily increase privacy. This is because ad tech companies have found “work arounds” to continue to uniquely identify users, even without using any cookies. 

Browser Parameters - This is called “fingerprinting.” Just like fingerprints are unique to each individual, digital fingerprints can be made from combinations of browser variables. For example, by gathering variables like the browser name and version, screen resolution, list of fonts and plugins, and IP address and location, companies can identify unique users with 99% accuracy. 

Demographic Attributes - Adtech companies also claim that users’ privacy is already protected because no PII is collected or used. However, privacy researchers spotlight the lie of ‘anonymous’ data. “Researchers from two universities in Europe have published a method they say is able to correctly re-identify 99.98% of individuals in anonymized data sets with just 15 demographic attributes.”

Browsing Histories - In addition to being able to uniquely identify or re-identify users with browser variables or demographic attributes, new research from Mozilla shows that browsing histories can also be used to uniquely identify individual users. 

How Common Is Fingerprinting? "We find that browser fingerprinting is now present on more than 10% of the top-100K websites and over a quarter of the top-10K websites," the research team said.