The demise of cookies has been long foretold. Ever since they were invented in 1994, questions have been raised over their privacy implications and potential misuse; yet they have persisted, unloved but indispensable. However, it seems like the death knell has at last sounded for third-party cookies, with both Apple and Google finally taking concrete steps to rein in their use. But given that third-party cookies and mobile Ad IDs still underpin a huge amount of the web and its economics, what will life be like without them? And more importantly, will it actually be better than it was before?