Cookieless TargetingIdentity SolutionsContextual AdvertisingEmail-Based TargetingAd Tech Insights

You’re Missing 40% Of Your Audience. Here Are The Consequences.

Nativo Aug 29, 2025

Frequently Asked Questions

Why does the article say advertisers are missing 40% of their audience?

The piece highlights that with the decline and eventual removal of reliable third‑party cookies, a significant portion of audience identifiers are lost or unreliable. That gap in identity and tracking can translate to missing nearly 40% of potential reachable users unless alternative identity and contextual strategies are used.

What cookieless solutions does Nativo recommend?

Nativo highlights contextual targeting (placing ads based on page content rather than user identifiers) and email-based identity solutions as immediate, practical approaches to reach audiences in a cookieless world. The company also points to broader identity solutions and evolving cookieless technologies.

Who speaks about these solutions in the article?

Nativo Chief of Staff Brynn Moynihan presents the identity solutions in the embedded Natively Speaking video. The article also references a MediaPost piece by Nativo CEO Justin Choi for additional detail.

Where can I learn more about what advertisers are missing and next steps?

The article links to Justin Choi’s MediaPost piece (https://www.nativo.com/blog/third-party-cookies-mediapost) for a deeper explanation of what advertisers lose with traditional targeting and recommended actions to adapt.

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Original Article

You’re Missing 40% Of Your Audience. Here Are The Consequences.

The audience you might be overlooking and the solutions to ensure you don’t.

The industry at large is aware of Google’s plan to phase out cookies by 2022. But here’s the thing: Cookies have been broken for a while. Find out why in our latest Natively Speaking video.

Nativo Chief of Staff Brynn Moynihan details the identity solutions that address the crumbling cookie, including contextual targeting and email solutions, and looks to the future of cookieless targeting technology.

For more information on the industry’s cookieless future, check out Nativo CEO Justin Choi’s latest MediaPost piece that details what advertisers are currently missing when they rely on traditional data targeting for their campaigns - and what they can do about it.