These days everything is user-first, user-compliant, and with user privacy as a priority. Thus in future, advertising will operate in cookie-less targeting. Besides, there is Apple’s app tracking transparency network. Still, there would be targeting but it will occur by finding new ways of identifying users at an aggregate level, without going at an individual usage level. There would be contextual targeting — targeting on the basis of context of the app or the website the user is on. It gives indications of user’s intent and preferences.