Google Just Dropped Another Privacy Bomb on Independent Ad Tech

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

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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 stopped this idea dead in its tracks and released a policy update that will be seen as a setback for many in the industry.

Stern policy clarification

As we reported, in 2022, Google Chrome will withdraw support for third-party cookies, the connective tissue of digital advertising.

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