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.
With iOS 14, released last year, Apple said it would add “privacy labels” to protect its users, telling them what information apps track and letting them choose whether to allow an app to collect their data. Facebook, which relies heavily on advertising revenue, went head-to-head with Apple.
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