Google Just Dropped Another Privacy Bomb on Independent Ad Tech

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

The policy update raises questions about alternatives to the third-party cookie.
The policy update raises questions about alternatives to the third-party cookie. Getty Images, Google

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.

@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.
@Lucy28Southern lucinda.southern@adweek.com Lucinda Southern is Adweek's media editor.