Results from a Google experiment showed that interest-based audience solutions performed reasonably well compared to third-party cookies. Google Ads and Display & Video 360 have been conducting experiments with interest-based audience solutions ahead of Chrome’s deprecation of third-party cookies. As an advertiser, it is important to adopt innovative ad solutions that protect people’s privacy and drive performance. The shift towards privacy-preserving interest-based audience solutions represents the future of digital advertising. As third-party cookies are being deprecated, embracing innovative ad solutions that protect user privacy is crucial to maintaining ad performance, meeting consumer expectations, and supporting business growth.