As someone who has helped build an attribution platform tying offline sales to online impressions, my hunch of what might happen is that the 3rd parties (in thi

As someone who has helped build an attribution platform tying offline sales to online impressions, my hunch of what might happen is that the 3rd parties (in this case ad tech companies) will become more of the “connecting the pipes” role more than they already are. What is happening now with cookies has been happening since direct mail flyers were (and still are) a thing. Advertisers are selling purchase data (or trading) so you get commingled onto a list of people who like wine, watches and steaks. That list is then matched blindly with a 3rd party credit agency and commingled with other identifiers etc. Cookies are just a medium among many many identifiers, albeit a really easy one to use.