Google Rules Out U-Turn on Cookies Policy Attacked by Ad Firms

Google says it's refusing to ditch planned changes to its cookie policy that attracted regulatory scrutiny and a wave of opposition from ad-tech companies and publishers. From a report: The Alphabet unit upended the advertising industry with its decision last year to phase out third-party cookies that help advertisers pinpoint customers with ads for websites they previously visited and monitor which ads convinced them to buy. '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,' David Temkin, Google's director of product management, ads privacy and user trust, said in a blog post on Wednesday. Google said last year that its so-called privacy sandbox initiative aims to tackle concerns people have about privacy and how their personal identity is used.

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