1st party data and the customer being receptive (opt-in/looking to see what's in a Target flyer) seem like two advantages that an ad on the internet will never

1st party data and the customer being receptive (opt-in/looking to see what's in a Target flyer) seem like two advantages that an ad on the internet will never really have. Ad retargeting and such seem like multiple points of contact at best. Ads based on context seem like they could get closer in both ways. In the context of this article, I would just like to see 3rd party cookie alternatives that do some of this better without tracking.