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Be smart: It's a big deal that Google says it's close to coming up with a technology that will replace cookies, because one of the toughest parts of phasing cookies out of internet ad-targeting is that there hasn't been a great solution for what to replace them with.
• Google is trying to implement a more gradual and collaborative approach to its privacy changes than Apple, which has been criticized — mostly by Facebook — for rolling out sweeping changes to its "Identifier for Advertisers" (IDFA) user tracking feature without providing advertisers a better alternative.
• Chetna Bindra, Google's head of user trust and privacy for advertising, told Axios that an industry-first approach made more sense for Google.