This article paints Google as giving up on individual tracking, as they abandon cookies. Cookies for tracking users, however, is no longer needed. They have the power to track you, pitch to you, and it’s all done through the information your browser provides freely. The specifics of your specific device are like fingerprints, that they can associate you across platforms and devices and link you together, without cookies. Google, most likely is planning to dial back the repetitive ads, and introduce more subtleties in ensuring you consume what they want you to.

The online ad giant is pushing privacy— and also building a new tracking system that doesn’t use individual data.

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