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.