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.

If you still think that MCP stands for Male Chauvinist Pig, well, the 1970’s want their disco ball back. Today’s hep cats know that MCP stands for Model Context Protocol, a new-but-widely supported standard that lets large language models access structured data as context for their prompts. Early adopters include Salesforce and Adobe, and search platform Algolia is now using it to feed their data to customer-facing real-time AI agents.