Tealium and Twilio Segment Support New Google Conversion API
Google continues to offer features to adjust to the loss of third-party cookies. Its latest is an enhanced conversion API that enables server-side identity matching: brands tag their Web sites to capture the identities of people who convert and sends the identifiers to Google, which then reports which of those people Google has a record of serving an ad. It’s third-party cookie-free but only works when consumers log in or otherwise identify themselves to sites that serve the ads. CDP vendors Tealium and Twilio Segment have prebuilt connectors to simplify using the enhanced API.