Evaluating attention tracking as a potential alternative to cookies

Ciaran Deering

Considers the role of attention measurement in media strategies.

The search for a replacement for cookies has taken both a step back and a stride forward with Google’s recent announcement that it was abandoning its ‘FloC’ proposed alternative to third-party tracking, but replacing it with the Topics API.

Topics works by pinpointing five of your interests based on your web activity, as measured by participating sites, for one week. Not surprisingly, Google’s announcement was met with a decidedly mixed reception.

As the industry considers what to do next, the focus is inevitably turning to different types of metrics. While it’s been around for a while, attention is...

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