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The user experience should improve significantly once the new EU ePrivacy regulations are effected; these will make browser settings (for example, your settings could be: 'accept first-party cookies, reject third-party cookies') the source of consent. There's a decent summary here:


Perhaps this will lead some advertisers to attempt sketchy things like server-side application integration so that their cookies 'appear' to be first-party; either way, the policy has teeth and can apply fines the same way GDPR can, so any advertisers (or services themselves) found to be storing cookies without consent which are not strictly for site functionality may find themselves in hot water.

I'll be willing to bet that less scrupulous marketers who make a decent chunk of their revenue from users who they mislead into clicking / purchasing goods (i.e. targeting less skeptical users) will also attempt to get their audiences to lower their cookie settings. Think banners with content such as 'to get access to this special deal, we need you to update your settings'.

Note that it's completely possible to build rich web applications that don't use any cookies at all, especially nowadays with localStorage and all the infrastructure for progressive web applications.

It's also worth noting that cookies were controversial when they were originally introduced - it's not like they're some fundamental infrastructure that we've always relied upon. Here's some privacy and cookie advice from 1998, for example: https://web.archive.org/web/19980210083135/http://internet.j...

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