AdExchanger reports Google launched privacy-focused updates for Google Analytics, including controls for publishers, a data deletion tool and consent mode application programming interface. The new features align with the Interactive Advertisement Bureau's Transparency and Consent Framework 2.0 and aim to help publishers prepare for the end of third-party cookies. Google Analytics Group Product Manager Russell Ketchum said Google Analytics will "lean into machine learning" going forward while it aims to help publishers understand user interactions as data becomes "more complicated than before."
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