In this episode of the Likely Marketing podcast, we delve into how Google is transforming user journey mapping with Chrome Journeys. Learn about Google's implementation of the Topics API, a privacy-focused tool designed to replace third-party cookies. Discover how the Topics API works by analyzing user browsing data to assign relevant topics, ensuring personalized ads without compromising user privacy. We'll discuss the benefits of the Topics API, such as user control, enhanced relevance of ads, and protection from covert tracking. Additionally, we'll address the gaps in the Topics API, including limitations in cross-platform data collection and potential misrepresentation of user interests. Despite these gaps, Google's approach with Chrome Journeys and the Topics API offers a potent solution for user journey mapping and contextual advertising in a cookieless marketing future. With AI-powered features potentially filling in the gaps, Chrome Journeys presents an exciting opportunity for marketers to navigate the digital landscape effectively. Tune in to explore the future of mapping user journey with Chrome Journeys.


(00:00) Intro
(00:46) A chance discovery …
(02:07) … led to a very interesting observation …
(03:19) … which revealed Google’s answer to mapping user journey with Chrome Journeys.
(05:20) Google intends to ‘stay on topic’ in a secured way …
(09:40) … with a few visible gaps that could be filled with AI.
(11:31) Conclusion

Ver todos los episodios