Google: There'll Be 'No Backdoors' or Bias In Privacy Policies

Ad giant offers assurances it won't get in the way


Google rocked the industry last week when it said it would not support alternate identifiers to track individuals across the web or use them in their own products after the demise of third-party cookies.

The announcement prompted widespread concern, with many pondering the consequences of Unified ID 2.0, an ad targeting alternative to cookies, which are based on hashed email addresses.   

The landmark announcement raised more ambiguity, as some wondered if it was a precursor to Google divesting its programmatic tools, while others questioned if it would result in further advantages to Google’s own ad stack.

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