Cookies are dead

Over 60% of marketers believe they will not have to rely on cookies within the next 24 months. The HTTP cookie is a 20-year old technology that tracks web activity within a single browser, but fails to capture key user-driven data points elsewhere.  

There are a couple key reasons why this trend is taking place

1) Marketers are stuck with a small portion of their target audience's browsing history since so much time is being spent on mobile devices. Cookies do not work on mobile.

2) New privacy initiatives (e.g. Apple's ITP, Europe's GDPR) have banned cookie tracking. 

With the proliferation of new connected devices, marketers will have to find a way to triangulate many disparate data points to build a "persistent user identity." How will the internet infrastructure evolve to the new world? With this question in mind, it's pretty clear why Amazon and Google (among others) are rolling out smart-home devices and phones. In the absence of one comprehensive, platform-agnostic technology that can track a user's browsing history, you can see why one company would want to marry its hardware and software to acquire as much data as possible. 

https://www.axios.com/tracking-cookies-are-dead-9c316a2c-33c2-40b8-9801-069df07593a8.html