Cookieless tracking is basically a type of web analytics that does not require any cookies on your browser.
This type of marketing engineering ha...
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Cookies aren't the issue though: gdpr.eu/eu-gdpr-personal-data/ also makes explicit reference to IP addresses and adds "Any information that could identify a specific device, like its digital fingerprint, are identifiers." which includes things like browser fingerprints.
Thus there is still a requirement for organisations that collect and use such data to ensure people are informed and where such collection and use is subject to consent (ie: not legitmate interest or legal duty), asking for that before collecting or using any data.
That's why we should use server-side tracking with anonymizing user data for web3 even without any device identifier. ✌️
Cookies are not the only issues with tracking or GDPR, it's also related to ad-tech experiments like FLoC through Privacy Sandbox.