Google is confident about tracking users anonymously 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. “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.Īpparently, 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. 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.
‘We will not build alternate identifiers’ to replace cookiesĭavid 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.
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