The ad tech ecosystem got a rude awakening from Google on Wednesday morning.
In a blog post, the tech giant dropped a bombshell that firmly states it will not allow ad tech companies to replace cookies with hashed email addresses or other independent identifiers that track user-level browsing when it removes support for third-party cookies in 2022.
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The news throws a wrench in industry-wide efforts to preserve ad targeting, including Unified ID 2.0, which has gained massive traction among ad tech compani
