Third-party cookies have been the lynchpin of online advertising for many years. Google’s ‘Project Sandbox’ aims to create a set of rules that will work well for everybody. Advertisers can still deliver targeted ads, but will struggle to map out individual identities. We look forward to what comes next, and cast a cautious eye in the direction of ad networks everywhere. We don’t know exactly how people might extract themselves from specific cohorts should they need to see targeted, or even if it will be possible.”]