Why is optimised targeting a good fit for a cookieless world?

Optimised targeting is well-suited for a cookieless world because it primarily uses first-party data, Google audiences, and machine learning. This approach reduces reliance on third-party cookies, which are being phased out due to privacy concerns. First-party data is collected directly from user interactions with a brand's own properties, making it privacy-compliant. Google audiences leverage aggregated, anonymised data, and machine learning enhances targeting effectiveness without needing individual third-party cookie tracking. The other options are incorrect because: Using third-party cookies without informing users is a privacy violation and not a cookieless solution. While Google Analytics 4 is privacy-focused, optimised targeting's suitability isn't solely dependent on GA4 integration; its core mechanism is the key. Optimising campaigns to reach users who accept tracking through cookies still relies on cookies, which contradicts the goal of a cookieless solution.