Google's opaque practices to restrict fingerprinting create confusion among its ad tech partners

Google's stance on fingerprinting is as clear as mud, say ad tech execs. That lack of clarity on what techniques Google will or won't allow could affect the financial health of ad tech firms, depending on how Google cracks down on the practice. “We think that Google's statements on fingerprinting are confusing and are holding the industry back from adopting scalable future-proof solutions," said Mathieu Roche, CEO of identity tech firm ID5. Read more below.

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• Programmatic advertising is in a state of fluctuation, as the demise of the third-party cookie looms. A look at where industry leaders see this space moving in this Digiday+ Programmatic Marketing Summit.
• While Google's cookieless ad targeting method is designed to be used for targeting ads, ad management firms are exploring other potential uses.