The IAB loves tracking users but hates users tracking them
> As part of the UID2 API they specifically describe how an advertiser must "normalise" their users' email addresses.
>
> This means h.a.n.solo+iab@gmail.com becomes plain old hansolo@gmail.com<p>It seemed to be completely obvious to me even decades back, that the + scheme would be trivially parsed and reversed.<p>So I don't use it and just keep on making completely new aliases. So amazon gets amazon@example.com. If I'm not going to pay for anything on this account it also gets a random name from a random piece of well known media, like "Donald Duck", and all the data filled in randomly to ensure that it's not googleable, and doesn't correlate with any accounts anywhere else.<p>The bigger issue I see is the desire to link everything to a phone number. Even stuff made for privacy, like Signal.