Google has again disrupted the plans of advertisers and ad-tech providers looking to target and track consumers, saying that it will not build or use alternative user-level identifiers once third-party cookies are phased out.
“People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising. And advertisers don’t need to track individual consumers across the web to get the performance benefits of digital advertising,” David Temkin, Google’s director of product management, ads privacy and trust, wrote in a blog post this week.
