The Covid-19 epidemic has had devastating effects on sales of physical businesses that they had to temporarily cease their activity and only later will it be possible to precisely define its scope. The circumstances caused a series of changes that led to change market strategies: who sells must now focus on online, but it must do so just when the tracking mechanisms it previously relied on have lost their effectiveness. With the recent announcement from Google third party tracking or cookies will in fact be limited and eventually eliminated, many companies are therefore wondering how they will be able to track the behavior of online shoppers.