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Google’s privacy gauntlet throwdown this week might have been expected, but that doesn’t make it any less of a confusing shake-up for the industry.
For publishers, there are benefits to the ongoing march toward a more privacy-focused future. But concerns linger over Google’s ability to thwart competitors, increase its dominance and fragment the open internet, not to mention the slim buyer incentive to try non-Google alternatives.
Publishers had been expecting Google’s announcement that it would not support alternative identifiers—hashed email addresses popularized by The Trade Desk and other independent ad-tech vendors—in its ad stack.