Because eliminating third-party tracking will alter the way digital ads are tracked, targeted and measured, new standards are being developed to replace the techniques currently used. Google’s solution is to allow for feedback from the industry through a Privacy Sandbox initiative, a proposed set of standards that will preserve consumer privacy while still allowing targeting and measurement of campaigns.

This week the company said that it won’t use other methods of tracking consumers online when it ends support for third-party cookies and will continue to focus on these privacy-preserving efforts that are currently in development. It also expressed disapproval of using email-based identifiers as a replacement.

One thing that the company does approve of, however, is the strength of first-party data. “Developing strong relationships with customers has always been critical for brands to build a successful business, and this becomes even more vital in a privacy-first world,” wrote David Temkin, Director of Product Management, Ads Privacy and Trust at Google. For more on Google’s announcement and the repercussions for the digital marketing community, read more in AdExchanger. And for industry perspectives on what this means for email-based identity tracking, go here.

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So, what does this mean for the digital marketing community? The downside, according to an AdExchanger column by Ari Paparo, CEO at Beeswax, is that different types of online tracking, such as view-through attribution, will no longer be possible, content management systems may need upgrades and reporting systems will change. However, Google has created an initiative, called the Privacy Sandbox, to develop new tracking standards that will replace third-party cookies for online advertisers—thus not leaving them without techniques for measurement.

There is potentially a light at the end of the tunnel: It’s possible that the new, cookie-less techniques Google is developing for ad tracking could become standards that are instituted across multiple browsers—and even apps. Only time (about two years’ worth) will tell.

Read on for a deep dive into the implications of Google Chrome’s decision and what changes online marketers can expect.

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