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How do you think google competitors will have access to all those user to form the cohorts without having the browser or google analytics code everywhere?

they already have this at several points in your network. from ISP to target site. meh.

the reason microsoft is doing that is because google is forcing their hand with Floc implemented in the browser.

you wont be in ads next year unless you can slurp more traffic than the NSA. and only google can do that today, thanks to chrome + android. apple is a close second.