Earlier this year, a plan was announced on the Chromium blog to make third party cookies obsolete …
we are confident that with continued iteration and feedback, privacy-preserving and open-standard mechanisms like the Privacy Sandbox can sustain a healthy, ad-supported web in a way that will render third-party cookies obsolete. Once these approaches have addressed the needs of users, publishers, and advertisers, and we have developed the tools to mitigate workarounds, we plan to phase out support for third-party cookies in Chrome. Our intention is to do this within two years.
Interesting about the cost of identification.
In terms of competition, I was seeking to distinguish between browser competition (eg chrome vs firefox, “edge”, safari, qt, falkon etc) and ad platform competition (doubleclick vs facebook, bing, amazon, apple, etc) but in some ways its all the same ha and your look at the trackers themselves makes a lot of sense