Third-Party Cookies Are Going Away. What Are Marketers Trying Now?

The video discusses the phase-out of third-party cookies by Google, which affects advertisers' ability to track users. Google Chrome, used by two-thirds of internet users, is moving away from cookies due to privacy concerns. Google's initial replacement, FLoC, grouped users by interests but faced criticism for privacy issues. The new Topics API categorizes users into 350 topics, but still raises privacy concerns. Experts argue that behavioral advertising can lead to discriminatory practices. Effective privacy laws could mitigate these issues, but such laws are not yet in place.

Discuss the implications of browser fingerprinting in the context of user privacy.

How could effective privacy laws change the landscape of behavioral advertising?