Half of global web traffic already can’t be tracked to individuals due to cookieless browsers and refused consent, says this ID5 report.  They see wide adoption (63%) of alternative identity solutions like the one ID5 sells, which is based primarily on hashed email addresses.  They cast doubt on alternatives that rely on user log-ins, noting that 59% of publishers say fewer than 10% of their users log in.

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.