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