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The third-party cookie is dying, and Google is trying to create its replacement. No one should mourn the death of the cookie as we know it. For more than two decades, the third-party cookie has been the linchpin in a shadowy, seedy, multi-billion dollar advertising surveillance industry on the web; phasing out tracking cookies and other persistent third-party identifiers is long overdue. However, as the foundations shift beneath the advertising industry, its biggest players are determined to land on their feet.

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