Google analytics does know the same user across sites and devices but this is of course not exposed to the site, it's used by Google for ad targeting.

Browser fingerprinting is not necessary because people log in (to apps and sites) and will never be possible to fully reduce unless Apple can somehow make identical computer chips down to the atom.

Apple's cookie war also only helps Facebook and Google who maintain active 1st party cookies with every user, and meanwhile hurts all the independent networks and publishers who have to get people to keep logging in. This is why it helps to actually have some adtech expertise and industry cooperation instead of creating silly browser rules and turning Safari into the new IE.

How does that help unless they are sharing the data with Google?

Apple's cookie war also only helps Facebook and Google who maintain active 1st party cookies with every user, and meanwhile hurts all the independent networks and publishers who have to get people to keep logging in. This is why it helps to actually have some adtech expertise and industry cooperation instead of creating silly browser rules and turning Safari into the new IE.

If you haven’t noticed, Apple isn’t trying to help the adtech industry. Apple has a built in framework that allows third parties to submit ad blocking rules into Safari and (some) embedded webviews.

I didn’t know how bad Google’s search results were with most of the page taken over by shopping results on mobile until I started loading results with content blocking turned off to post on this topic.