Google using AI in tests for cookie alternative

MediaPost reports Google's work toward a third-party cookie deprecation recently employed artificial intelligence to build a "privacy-preserved" ad-targeting model. In the first quarter, Google Ads ran tests on how interest-based audience solutions that rely on AI react with privacy-preserving signals. Preliminary results showed positive signs of balance between effective advertising and maintaining privacy. "Our research did not compare the performance of third-party cookies to the Topics API alone but rather a broader suite of signals available in a privacy-first world," Google Vice President of Global Ads Dan Taylor said.