linkedin Google has announced that it will not use email addresses or other identifiers to track users across the web within its ad products once Chrome has phased out third-party cookies. It means that advertisers that use Google s demand-side products (Google Ads and DV360) to purchase ads across its owned and operated properties, such as YouTube, as well as its AdX ad exchange to target and measure ads beyond Google properties, will not be able to use cookie-replacement identifiers such as Unified ID or LiveRamp IdentityLink. Instead, the company is pushing advertisers towards cohort-based targeting, and specifically the FLoCs (federated learning cohorts) developed out its Privacy Sandbox initiative, which will be available for public testing this month.
The company's overnight announcement that it would not support ID initiatives led to shock and misunderstanding. Industry experts weigh in on what it really means, and what Google's true motivations are.
Details 04 March 2021
Google will not build alternate identifiers to track individuals as they browse across the web once third-party cookies are phased out. Its director of product management, ads privacy and trust, David Temkin, said in a blog post that keeping the internet open and accessible for everyone requires Google to do more to protect privacy. That means an end to not only third-party cookies, but also any technology used for tracking individual people as they browse the web, Temkin said. He added that the company remains committed to preserving a vibrant and open ecosystem where people can access a broad range of ad-supported content with confidence that their privacy and choices are respected.
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