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NAI Statement on Google’s Privacy Announcement

The Network Advertising Initiative released the following statement by NAI President & CEO Leigh Freund. Google today announced that once third-party cookies are phased out, it will not build alternate identifiers to track individuals as they browse across the web, nor will the company use them in its products.

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The NAI has discontinued its cookie-based and email-based opt-out tools as of September 15, 2025. This does not affect opt-out requests submitted using those tools prior to September 15, 2025.

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