Google Topics Will Require Supplemental Signals to Succeed

The new API is a step forward, but serious limitations need to be addressed

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Since Google first announced Topics API, their new solution to help the advertising industry cope with the loss of third-party cookies, it has been met with mixed reviews.

On GitHub, Google even admits that “the mapping of sites to topics will not always be accurate” and the “training data is imperfect” since it’s created by humans—Google is rocking the digital advertising industry as we’ve known it, but the intention of Topics is only for “the labeling to be good enough to provide value to publishers and advertisers, with iterative improvements over time.”

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