Thread · 2 tweets · 1 Sept 2022

Not just for whom, but studies that look at cookies vs no-cookies don't actually support profile-based targeting. The loss from the lack of attribution or from DSP optimising away when there is no cookie even if they could make a sale. These are at best high-powered anecdotes.

They also completely fail to test the purported counterfactual of a world in which third-party targeting isn't available. The reason being that you can't test for that using the current system.