"McDonald said today that even if browsers block third-party cookies, companies can still serve online ads that don't rely on data collected across more than one site. “Advertising's not going away,” she said in response to a question about how publishers will be able to monetize sites. But, she added, certain online ad models might need to be revamped. “The idea of surveillance sales is probably going to have to be replaced by the idea of permission marketing,” she said."
The Center for Internet and Society at Stanford Law School is a leader in the study of the law and policy around the Internet and other emerging technologies.