For years, privacy advocates argued that data collection and sharing among countless hidden ad tech intermediaries, via third-party cookies, was a privacy invasion. Now the digital ad industry is gravitating toward replacements that some in the privacy community consider even more invasive. today, more personal information than ever is being harvested for a new crop of identifiers that can be passed like cookies throughout the ad tech supply chain. Some require email addresses or phone numbers — first-party data — to work. Read more below.

• Tech firms are looking to protect privacy better than third-party cookies by transforming emails into encrypted strings of numbers and letters, creating pseudonymous IDs.
• Like any trend, the ad industry’s pivot to privacy revolves around a set of terms that are often misunderstood. Here's a look at the ones you should know.
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