Google Topics API Is a Step in the Right Direction for Privacy, But Still Lacks Granularity

In Vibrant News by bnyquist

Curated News from ANA on April 25, 2022

As 2022 continues to fly by, third-party cookies rapidly approach their demise. There are many unanswered questions about the logistics of Google Topics API, but admittedly, Topics is a privacy-safe step forward. Agencies that drag their feet to find a new solution are only hindering their brand clients’ success.

The deprecation of cookies cannot be postponed further, and advertisers must begin (if they haven’t already) to test out privacy-safe alternatives. The relationship between a brand and consumers is one that cannot be taken for granted. It’s a difficult pill to swallow, but there isn’t going to be a single, easy alternative for third-party cookies.