Comment by jeroenhd

You can feed websites fake topics to mislead them, or even allow the user to pick their interests if they do want ads. That's a lot easier than sending your browser through random websites to shake off trackers and analysers.

Cookies are hard because other browsers do isolation based on top-level domains. Fingerprinting is the only way to track non-Chrome browsers.

Google wants to do cookie isolation as well, but ad companies threatened to sue them over it, so they can't for now, not until there's a viable alternative.