There is one point from the Google announcement that I fully agree with and that is that the future of analytics is cookieless by design (only google won't be a part of this)
Edit: I am asking because I know that there are better alternatives than matomo. But there still needs to be some alternative for 'oldschool' hostings with LAMP stack.
[1]: https://matomo.org/faq/new-to-piwik/how-do-i-use-matomo-anal...
i.e. instrument a standard spec with something like www.Rudderstack.com and write it to your warehouse/datalake + whatever analytics tool you want.
That way if you ever want to move off your analytics tool (or a solution providing the data spec), you still own the data for whatever you replace it with.
By sending the data to the WH, also lets you own any proprietary data you create - like the custom PPC model referenced in this comment: https://news.ycombinator.com/item?id=30707913
full disclosure - Rudderstack employee