Criteo Test Finds Google Topics API Performs Poorly
Google is also trying to keep regulators at bay when it comes to privacy and ad sales. Its bird-named plans to replace third-party cookies with visitor clustering methods haven’t taken off but it’s still trying with Topics API, which classifies users based the sites they visit. Criteo just issued test results that find Topics API is considerably less effective than Criteo’s own competing system. They have an obvious axe to grind but the analysis is still worth a look.