Google’s confirmation it will not build alternative identifiers to track individuals as they browse the web has sent the ad tech industry spiralling into panic. A new WARC Exclusive warns publishers against being drawn into any alternative universal user ID schemes that tech vendors may concoct.

Some context

Google is ushering advertisers towards the use of ‘FLoC-based cohorts’ to target groups of users with similar traits and interests. This flies in the face of efforts by parties including the IABand The Trade Desk to develop privacy regulation-compliant user ID initiatives to replace the cookie....