Industry responds as Google confirms it s ditching unique identifiers for digital advertising
Latest step comes as the cookie is phased out
Confirmation of Google’s decision to drop identifiers to track individuals in any shape or form once the iconic cookie is phased out has been met with positive and negative responses from the wider advertising and media ecosystem.
In an announcement overnight, Google confirmed once third-party cookies are removed, it will not build alternate identifiers to track individuals as they browse across the Web, nor will it employ them in its products. Cookies are due to be phased out across Google’s browser products by early 2022.