Google has clearly reached the acceptance stage in its mourning for the death of cookies.  They recently summarized plans for post-cookie ad tracking, including: consent mode, which adjusts data capture based on user consents; conversion modeling, which uses predictive analytics to estimate conversions on non-tracked consumers; and conversion measurement, which anonymously tracks individuals’ ad response over time and across devices and reports on aggregated results.

GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads.  The data should also help clients to find matches among records within their files, building more accurate customer profiles.  GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.