MDE calculations: real data example how to know if you could run experiments on a specific location. Data quality: real data examples to show what it means to have 20% more users in your experiment. Prioritization: how to optimize your chance of success by prioritizing your experimentation roadmap based on data? Test results: what are valid results in the data and what not? When is the experiment done? Business case calculations: how much money is your experimentation program really making?

It's a never ending game of whack-a-mole, where Peter Swire already talked about technological escalation wars back in 2012 when he quit the W3C DNT efforts.

Recent changes in how web browsers handle client-side state have unveiled something that many have known for a long time: first-party storage (cookies, localStorage, etc.) is unreliable. Initiatives like Intelligent Tracking Prevention (Safari/WebKit) and Enhanced Tracking Protection (Firefox/Mozilla) seek to erode ad tech’s capability to track users cross-site, at the expense of first-party analytics and advertising.