Google Topics for Dynamic Creative Optimization [Explained]

Topics is Google’s proposed privacy-friendly replacement for third-party cookies. It’s a browser-based system that assigns a user a set of interests according to the websites they have visited. Merkle contributor Grant Nych has published an article explaining what Google Topics means for Dynamic Creative Optimization (DCO). He says, “With Google Topics, DCO remains just as powerful a tool as before. The goal of DCO is to combine media and creative in a way that maximizes performance and scale to reduce production costs and timelines, and Topics enables marketers to continue... [...]