Google has today clarified that despite industry speculation and discussion around alternative replacements for third-party cookies, which the search giant is gradually phasing out, it will not be looking to provide a means to maintain the same level of individual data tracking once cookies are gone.
As explained by Google:
“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.”
