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Details 04 March 2021 Google will not build alternate identifiers to track individuals as they browse across the web once third-party cookies are phased out. Its director of product management, ads privacy and trust, David Temkin, said in a blog post that keeping the internet "open and accessible for everyone" requires Google to do more to protect privacy. "That means an end to not only third-party cookies, but also any technology used for tracking individual people as they browse the web," Temkin said. He added that the company remains committed to preservi...

Study: Customer ID a problem for brands, publishers As the digital space becomes more fragmented, and as more consumers opt-out of sharing their information it is becoming ever more harder for brands, marketers, and publishers to connect with their bases. That difficulty will only continue according to one report, which finds that while many are planning for the phasing out of cookies and simple solution hasn't yet been identified. According to Lotame researchers most marketers (60%) say multiple interoperable identity solutions are the best option to serve relevant ads to consumers. The pro...

Publishers aren't expecting one post-cookie ID solution to rule them all (yet) Getty Images

4 Data trends to watch in 2021 Changes to privacy laws, an increase in overall digital usage because of the continuing global pandemic, social media connection. These are just a few of the areas advertisers are looking at to help them connect in 2021. Here are four ad trends that could make or break merchants' year. First, privacy vs. identity "More state and country privacy laws modelled after GDPR are inevitable in 2021. There's been talk of a federal privacy law in the U.S., which would help the digital advertising industry's compliance efforts. In the meantime, authenticated solutions wi...