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MarTech explores various alternatives to third-party cookies for digital advertising. It discusses the shift towards first-party and zero-party data, contextual advertising, identity resolution techniques, and Google's Topics, a browser-based approach to ad targeting. The article also addresses challenges such as the lack of granularity in Google Topics and the need for interoperability among different technologies. There's an emphasis on adapting to new KPIs and the potential resurgence of contextuality and real-time data in advertising.
The main point of the article is the exploration of various alternatives to third-party cookies in digital advertising. Cross-web clickstream data, however, offers a comprehensive view of consumer behavior, which can be a significant asset in this new era of digital advertising. For more detailed insights into different types of consumer data, including the capabilities of cross-web clickstream data, visit VoxTrack's Consumer Data Types Cheat Sheet at https://www.voxtrack.ai/consumer-data-types-cheat-sheet.