Cookieless advertising refers to the alternative strategies and methods used to target users without relying on third-party cookies.
Cookieless approaches have become prevalent due to the demise of third-party cookies in major browsers, including Chrome, following user privacy and security concerns. Advertisers and marketers must adapt to new methods and technologies for tracking and targeting users across different websites and devices.
Cookieless advertising aims to deliver relevant, personalized ads while respecting user privacy and adhering to data privacy regulations.
Advertisers can choose from several cookieless strategies, including:
- Google’s Privacy Sandbox.
- Identity management solutions.
- First-party and zero-party data collection.
- Publisher-provided IDs (PPIDs).
- User ID graphs.
- Digital fingerprinting.
- Second-party data partnerships.
- Contextual targeting.
- Data clean rooms.
However, these methods haven’t been widely adopted yet; hence, new ad industry standards without third-party cookies still need to be developed.
Learn more about cookieless advertising and marketing:
