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From Cookies to Ad IDs, Why Email Is Key

Necessity is the mother of invention, and the need to provide a reliable identifier for mobile users has led to a revolution in identifying and tracking users across all devices. We may not see the fruit of this revolution for a few years, but I predict that the depreciation of the cookie will continue. Responding to the difficulty of identifying mobile users, Google’s Ad ID was created to allow advertisers to enable a persistent, anonymous consumer profile for mobile phone users. Another important innovation came in late…