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I argue in WIRED that the future of web advertising is contextually-based (even if we are not there yet in the US) and that future is inherently better for publishers than the present. Lots of interesting voices in this article by GiladEdelman - wired.com/story/can-killing-cookies-save-journalism/On twitter.com
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If you are curious about some more ways this might work from a publisher perspective I encourage you to check out my 2017 piece on planning for this future: digitalcontentnext.org/blog/2017/11/14/personalization-without-people-happens-no-one-can-track-consumers/Permalink On twitter.com
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You can also get the lowdown on how we're building that future at The Washington Post from my boss (who is also teaching me to love Phish :D) jarroddicker - digiday.com/media/how-the-washington-post-is-preparing-for-the-end-of-the-third-party-cookie/Permalink On twitter.com
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Also, if this is your jam, it is definitely worth your while to check out the original study by johnnyryan: johnnyryan/1278576933010374656Permalink On twitter.com
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