After Cookies, Ad Tech Wants to Use Your Email to Track You Everywhere
Cookies are dying, and the tracking industry is scrambling to replace them. Google has proposed Federated Learning of Cohorts (FLoC), TURTLEDOVE, and other bird-themed tech that would have browsers do some of the behavioral profiling that third-party trackers do today.
But a coalition of independent surveillance advertisers has a different plan. Instead of stuffing more tracking tech into the browser (which they don’t control), they’d like to use more stable identifiers, like email addresses, to identify and track users across their devices.
There are several proposals from ad tech providers to preserve “addressable media” (read: individualized surveillance advertising) after cookies die off.