So this just happened today...
Google says Chrome cookie replacement plan making progress
Cookies are dead. You knew that but it's happening now and there is a whole gaggle of martech systems that won't talk to each other like they used to. That's just the tip of the iceberg. The real problem is that your user acquisition programs won't work like they used to, like this month.
Anonymous users are here to stay, maybe even grow. We've been advocating for over a year and a half now that if you can track intent, you don't need to track users. We processed over 1.5 Bn impressions across 35M DAUs over the last few weeks with results that would put the most advanced cookie based systems to shame. The basic concept is to tune into each user's consumption as the fundamental signal of affinity. The more a person uses your site and the more they access your unique value, the more likely they are to be valuable to you.
We've made it ridiculously easy to tap into this not just on the desktop and mobile web, but also across iOS, Android, Roku, Apple TV, and Fire TV. That's Redfast.