From Google’s corporate blog:
Last year Chrome announced its intent to remove support for third-party cookies, and why we’ve been working with the broader industry on the Privacy Sandbox to build innovations that protect anonymity while still delivering results for advertisers and publishers.
Even so, we continue to get questions about whether Google will join others in the ad tech industry who plan to replace third-party cookies with alternative user-level identifiers.
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.
We realize this means other providers may offer a level of user identity for ad tracking across the web that we will not — like PII graphs based on people’s email addresses.
We don’t believe these solutions will meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long term investment.
Instead, our web products will be powered by privacy-preserving APIs which prevent individual tracking while still delivering results for advertisers and publishers.
Google said it plans next year to stop using tracking technologies in its ad tools that uniquely identify web users as they move from site to site across the internet. The move could reshape the digital advertising industry. w/ @samschech https://t.co/Qe3SXNv4Oi via @WSJ
— keachhagey (@keachhagey) March 3, 2021
— TechCentral (@TechCentral) March 3, 2021