Google has been working on a successor to the discredited third-party cookies for some time now. The new technology is called Google Topics. It is intended both to offer more data protection and to become the new standard for personalized advertising. Google Topics is already included in Google’s Chrome browser and has been tested since the beginning of the year. In this episode, research assistants Klaus Palenberg and Marc-Philipp Geiselmann discuss how the technology works and whether it delivers what it promises.
