The digital ad industry is by no means giving up on harvesting as much data as possible from internet users - just because third-party cookies are being sunsetted.
In fact, it would make sense to assume that the overall tech/web industry would never go for the move regarding the removal of this type of cookies in the first place - if ad trackers truly had no alternatives.
Such is their power, and also, such is their role - central - in what the internet and those making most money off of it has become.
One of them, if not the top one, naturally, being Google. Even though other browsers have been coming up with ways to block third-party cookies for a while, the same thing happening in Chrome is attracting the most attention, thanks to Chrome having a huge share of the browser market.
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