> If websites start doing this, all it will do is bring the privacy heat down harder, directly on the publishers themselves. I hope that websites manage to oper

> If websites start doing this, all it will do is bring the privacy heat down harder, directly on the publishers themselves. I hope that websites manage to operate without sharing that data with the martech world, but I fear that they won't. I think this is the crux of the issue. Up until now publishers have been insulated from the problem specifically because third party cookies allow it to be not the publisher's problem. If publishers bring this in-house, then the martech market will push for a standard API to allow advertisers to evaluate metrics on the ads they place, which means we've just kicked the can down the road. Fortunately this is not a distinction that GDPR cares about.