Advertisers can hope, but the odds against person-based targeting keep falling.  Firefox just extended its already-strong anti-tracking features by adding “cookie jars” that prevent websites from sharing cookies with each other. And privacy-centric browser firm Brave just bought independent search engine Tailcat, which promises not to track users.

Yesterday’s announcement that Google wouldn’t support individual-level alternatives to cookie-based identifiers shouldn’t have been a surprise.  But this Lotame survey shows that 60% of U.S. senior decision makers still expect to target ads using multiple, interoperable ID solutions and 22% think just one will be enough.  Only 44% think that publishers’ first-party data is a good replacement for third-party cookies and fewer 35% of marketers think contextual advertising will do the trick.

T-Mobile will acquire out-of-home adtech business Vistar Media for $600 million. Vistar Media is managing advertising campaigns across over one million digital screens. Its capabilities will combine with T-Mobile’s customer insights and data and its extensive in-store retail media network.