Last year Google announced they will stop the use of third-party cookies in Chrome before 2022, joining an increasing list of browsers ditching the notorious tracking technology. The tech giant followed up with an early March 2021 announcement that they do not plan to leverage alternative user level identifiers in their proprietary advertising technology platforms or across the web as the use of cookies is phased out. However, the demise of third-party cookies does not mean the end of tracking consumers’ habits. Thus, more consumer....

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