This piece only begins to address the uncertainties of what Google *plans* to do; it doesn't tackle how they'll interact with regulators in the US & elsewhere, how other players (eg, Apple, Microsoft, FaceBook) will respond to the plans, what competitive ad nets will do. And of course, how publications that rely on ads will respond. I'll cut BI a bit of slack in that it's inevitable that Google cannot release a clear roadmap; however, BI should have given us a better sense of the scope.

This is a pretty good, descriptive, and balanced reporting of the news that is sure to shake up the online advertising world. Perhaps Google was finally starting to see a significant enough hit to their brand value that they decided they need to allow for more privacy across their services. With that said, and as the article is keen to point out, it is yet to be seen what replaces 3rd party cookies and if the brave new world will be any better for consumers.