"David Temkin, director of product management, ads privacy and trust, at Google published a statement, outlining some of the company's intentions with its phasing out of third-party cookies. The point he raised was the issue of using alternative identifiers to replace cookies, such as Unified ID 2.0, which has garnered support from a range of ad tech players including LiveRamp, Nielsen and Criteo. "Today, we're making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products," Temkin said in his statement."
"Apparently, Google "continues to get questions about whether it will join others in the ad tech industry who plan to replace third-party cookies with alternative user-level identifiers" and the search giant insists it will not simply replace cookies with a similar technology under a different name. Interestingly, Temkin acknowledges that this may mean other providers can offer superior ad targeting methods than Google but he says the company doesn't feel these solutions will meet the "rising consumer expectations for privacy" or increasingly stringent privacy measures being brought in by regulators."
Google will phase out third-party cookies and will not create or use alternative user-level identifiers to track individuals across the web. The company rejected approaches such as Unified ID 2.0 despite support for that solution from ad tech providers including LiveRamp, Nielsen and Criteo. Google acknowledged that other providers might offer superior ad targeting methods but stated that user-level identifiers would not satisfy rising consumer privacy expectations or stricter regulatory requirements. Google signaled confidence in anonymous, privacy-preserving tracking technologies as its preferred path for delivering advertising effectiveness without cross-site individual tracking.
Read at The Drum
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