/PRNewswire/ Morningstar, Inc. (Nasdaq: MORN), a leading provider of independent investment research, today announced the launch of Morningstar Research.
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And so the cookie crumbles.
Google had already said, last January, it is phasing out third-party cookies to track Internet users as they scamper over the web.
This will happen in the Chrome browser by early next year.
Now, it has gone further and says it won t use alternative tools for tracking individual web users, either.
Google will, instead, only use privacy-preserving technologies which anonymize or aggregate users data.
Ad tech companies have been trying to build alternatives to cookies to maintain personalization in advertising, while maintaining users privacy.
One, called Unified ID 2.0, uses hashed, encrypted email addresses from consumers who opt in. Companies like Criteo and LiveRamp have taken part, with development led by The Trade Desk.