Google recently announced that they wouldn’t be building alternate identifiers to track individuals across the web once third-party cookies are removed by early 2022.  

This approach means that the only way to target and measure digital ads across Google’s browser, outside of a first-party data arrangement, will be via proposals managed within their Privacy Sandbox.  

Where other providers may offer a certain degree of user identity for ad tracking, Google’s approach aims to ensure their web products will be powered by privacy-preserving APIs. They believe this will still deliver results for advertisers and publishers without individual tracking.  

In its most recent statement, Google’s director of product management, ads privacy & trust, David Temkin, said, “Keeping the Internet open and accessible for everyone requires all of us to do more to protect privacy — and that means an end to not only third-party cookies but also any technology used for tracking individual people as they browse the Web”.    

Whilst the announcement has been met with mixed reviews from Industry, Rod Jacka, Panalysis Managing Director, supports the move, stating that the removal of 3rd party cookies and unique identifiers is geared towards privacy protection, an increasingly important issue for users. It will require advertisers and publishers to invest in their analytics tools and practices to ensure users can be reached legally, ethically and responsibly via digital advertising 

The coming year will undoubtedly present numerous challenges to the industry. However, as always, we are confident that solutions will be developed, tested, amended and applied in response to the elevated interest, commitment and regulations relating to online user privacy.  

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