As consumers grow more privacy-conscious, Google has had to announce it will phase out third-party cookies in Chrome within the next 2 years, and Facebook has launched its Conversions API. Google’s move will reshape an online ad industry that has long run on cookies. How should marketers across industries respond to this fast-changing landscape?
In a post on Google's official blog, David Temkin, Director of Product Management for Ads Privacy and Trust, said Google has received many questions about whether it will adopt alternative technologies, such as user-level identifiers, to replace third-party cookies. In fact, ad tech companies have long tried to balance consumer privacy with delivering personalized ads after third-party cookies go away.
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