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It's because browsers are starting to block third party trackers. Safari's doing it, and Google is planning on blocking third party cookies soon.

It may be able blocking ads or not. But I dont think it's about tracking. NYTimes already ran a successful test in Europe where they eliminated all third party behavioral based ads and saw no revenue drop.

https://techcrunch.com/2019/01/20/dont-be-creepy/

I think they have just concluded that the story being told that sites must engage in creepy third party ad behavior is false and that they can just handle in house.

Overall I think this is probably better.

If this turns out to be as good as it sounds, I might actually renew my NYT subscription.

Maybe that’s still a step forward?

Possibly, but my fear is that ad networks will start installing frameworks on the content servers and use fingerprints instead of cookies for unique user id