For anything commercial though, especially in media publishing, this is just insane.
I'm beginning to think the old generation of "celebrity" web devs (the ones that became famous in the 2000s - now around in their 50s) has really lost touch with the modern web for some time now. And this comes from someone who's actually bought all of Jeremy's books.
The fact that Google is switching away from third party cookies is surely not a matter of "resisting the tide" as Jeremy writes. It's actually about more control. Whoever controls the web platform (=the browser) can now control the ad landscape [1]. See how Google used AMP to promote a supposedly "faster" web (and it's now being sued for for preferencial ad placement) [2].
[1] https://www.reuters.com/technology/googles-browser-cookies-p...
[2] https://www.theregister.com/2021/10/26/google_deliberately_t...