When third-party cookies deprecate, what are the critical inputs for conversion attribution?

With the deprecation of third-party cookies, conversion attribution will rely on alternative identifiers and methods. Contextual signals, such as the content of the webpage or app where an ad is served, become crucial for understanding user intent and relevance without relying on individual user tracking. IP addresses can provide a general geographic location and potentially link to household-level insights, offering a privacy-conscious way to infer connections. Artificial intelligence (AI) is essential for processing these diverse and often less precise signals, identifying patterns, and making probabilistic connections to attribute conversions effectively in a cookieless environment. Privacy-safe integrations are a method for data collaboration, but not a direct input for attribution itself.