Google has published an article focused on audience targeting without relying on third-party cookies.
With Chrome planning to phase out third-party cookies by the second half of 2024, Google suggests a shift from precision targeting to predictive strategies using Google AI and privacy-preserving technologies, like the Privacy Sandbox and Protected Audience API.
Also, first-party data becomes crucial, with tools like Customer Match and PAIR (Publisher Advertiser Identity Reconciliation) offering new opportunities for targeted advertising while respecting user privacy.
Read the official article here: Engage with your most valuable audiences without third-party cookies.
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