2. First Party Data Collection Will Persist
Wherever possible, utilize first–party tracking cookies. Google Analytics, Adobe Analytics and others that utilize first–party cookies are likely to make it through this round of tracking updates unscathed. The problems begin when you hand data collected on your site over to the control of a third-party vendor. Do your research; ask them about cookie creation, how they collect the data, how they use the data, and how they plan to adhere to the spirit (not just the letter) of the new tracking rules or laws. Ultimately, each site is responsible for the scripts and cookies it incorporates and creates, so make sure you are informed.
Ensure that your site utilizes first-party tracking cookies, and be aware of what is being collected. Google Analytics and Adobe Analytics are prominent examples, but other options exist based on needs and preference.