Beyond Cookie-Less: What Will Advertising Look Like Without Identifiers?
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Frequently Asked Questions
What does "cookie-less" advertising mean?
Cookie-less advertising refers to ad ecosystems and targeting methods that do not rely on third-party cookies or persistent personal identifiers to identify and target users. It emphasizes contextual signals, on-site data, aggregated cohorts, and privacy-preserving techniques.
If cookies disappear, can IP addresses be used instead?
IP addresses are increasingly unreliable as a replacement. Consumers and devices often mask or tunnel IPs for privacy and security, and IP-based approaches raise privacy concerns and accuracy issues—making them a weak long-term solution.
What replaces targeting and addressability when identifiers are prohibited?
The article argues that relevance and knowledge of the customer will replace traditional targeting. This means focusing on first-party data, contextual signals, aggregated insights, and delivering experiences that prioritize consumer needs and interests rather than granular identifier-based targeting.
Where can I read the full version of this article?
The full article is published on MarTech. You can read it here: https://martechseries.com/mts-insights/guest-authors/beyond-cookie-less-what-will-advertising-look-like-without-identifiers/
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Original Article
Beyond Cookie-Less: What Will Advertising Look Like Without Identifiers?
MarTech | Sept 13, 2021 -
Cookies are going away and the whole ecosystem is scrambling for replacement solutions. What happens when, inevitably, personal identifiers are completely taboo for adtech? Consumers are already masking their IPs due to security and privacy concerns, making IP addresses no longer a viable option for collection and analysis. Relevance and knowledge of the customer will replace targeting and addressability, and prioritize the consumers needs and interests.
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