Google Just Dropped Another Privacy Bomb on Independent Ad Tech

The level of cooperation from independent ad-tech players, publishers and even some media agencies to replace the third-party cookie with hashed email addresses had led to growing speculation that even Google would get behind the initiative. However, today, Google...

Google Just Dropped Another Privacy Bomb on Independent Ad Tech

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Email-based identifiers 'aren't a sustainable long-term investment'

The policy update raises questions about alternatives to the third-party cookie.

The policy update raises questions about alternatives to the third-party cookie. Getty Images, Google

The level of cooperation from independent ad-tech players, publishers and even some media agencies to replace the third-party cookie with hashed email addresses had led to growing speculation that even Google would get behind the initiative.

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