1) Without a free and well-funded press before long we'd have no privacy at all. This does NOT justify an exception regime for media, but it constrains the solution. Getting rid of media is not the right option.
In programmatic (a form of automated marketplace) buyers bid on impressions. Prices are driven by personal data. A bid going out with an unrecognised user is probably with 90-95% less. Yes, that much.
b) Enable tracking.
c) Fix the problem upstream.
Shocker: I'm all for (c).
• Are they sharing cookies on request from the user? No, the user has for the most part no clue and didn't ask.
• Are they required to share so that things work? No, several browsers have stopped doing that and they work.
They are data controllers.
They have no #GDPR legal basis.
They also break Article 25.
Fix browsers; save the world. Yes, it really is that easy. 🔚