This API wont remove or deprecate the already existing tracking methods, third party cookies can be disabled but alternative practices have been developed a good while ago (and new ones are actively being found). Advertisement networks _will_ find a way (avoiding fingerprinting is impossible, unless all browser companies decide to merge; exposing hardware to the web is the new trend for web technologies, and hardware can be extremely unique especially when combined with an IP yada yada) without depending on Google, their competitor in advertising, for their own product. Google, however, will hand your search history out to any website for free(?)
The existence of this APIs will be very useful to argue that server-side data collection is not reasonable under GDPR anymore.
I hope it gets implemented because it will give significant ammunition to us in Europe to make server-side behaviour tracking marked as unreasonable under GDPR provisions.
The one that's now moving to the client when it comes to Ad serve. This makes a case for an Ad network tracking data collection much weaker since GDPR demands minimum data collection to satisfy a given business goal.
This will make it much easier for is to argue that server side behaviour data collection is outright unnecessary and thus illegal for many ad services.
