If you enjoy confusion, consider the distinction between tracking customer identity and verifying it.  Tracking is what marketers do with cookies and device IDs; verification is customers proving who they are with passwords and biometrics.  The two worlds are merging as marketers ask customers to identify themselves in exchange for personalized experiences.   This Jumio infographic finds 57% of customers “constantly” or “often” verify their identities and 80% favor brands with good verification methods.

Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation.  The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.