This isn't news. This is old skool. The reason people move on from these methods is because they're not the easiest or most reliable methods.
They are however often illegal if you do any more than analytics. There are millions of data breaches each day from tracking based on identifiers such as IP address.
For example, I live in a household that has internet. One modem with one IP address provides internet to many devices. I buy a tshirt at home on my desktop. My flatmate then goes to a website and sees adverts for the same brand of tshirt because he has the same IP address. That's a data breach.