Cookieless
Cookieless describes digital advertising that does not rely on third-party cookies to identify, target or measure users.
Third-party cookies made it possible to follow a person from one website to another to build profiles and measure campaigns. Safari and Firefox have blocked them by default for years, and on other browsers many users reject them in the consent notice. Although Chrome ultimately decided not to phase them out, a growing share of the audience can no longer be reached with them.
The alternative combines several pieces: first-party data collected with consent, contextual targeting based on the content of the page, each platform’s own identifiers and audiences built from verifiable sources, such as behaviour in the physical world. What is lost in tracking is gained in quality and respect for privacy.
