Third-party cookies have been killed in the name of privacy, but the short-term replacement is the opposite of privacy-aligned: IP addresses

> Once cookies fully deprecate, ad-tech systems already using IP addresses will likely target them with greater frequency as they search for signals to meet advertisers’ goals.
> > But advertisers shouldn’t expect performance at the level of third-party cookies. IP addresses are more likely to be linked to several individuals than a cookie, meaning that they aren’t as precise, and they are also useless if a user is using a virtual private network