Third-party cookies have increasingly fallen by the wayside as the public has become more protective of privacy rights in an age of algorithms and data. Some major browsers including Firefox and Safari now block third-party cookies by default, further reducing their usefulness to advertisers. And Google has already said it’s planning to do the same in its browser, Chrome.
The future of tracking-based web advertising, Google argued, will be more abstract, relying less on an individual’s…
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