The impact of cookieless advertising has created challenges for businesses as they move away from previously reliable online processes.

But did you know that 78% of marketers believe that removing third-party cookies actually makes their audience data more valuable?

That’s from marketing media company Digiday, and it points to the opportunity for companies to also use cookieless methodology to align their work with the privacy-first approach prioritized by internet users.

In this blog, you’ll learn about cookieless targeting and how it works. It also explains why contextual advertising is so important in a digital world that is fast moving away from cookies, and you’ll also find eight useful tips that will help your online advertising to get results without relying on cookies.

Tracking cookies are becoming obsolete as modern browsers increasingly block them by default. 

Safari, Firefox, and Edge already do this, and Chrome may well still emulate this behavior in the future.

These platforms account for 94% of browser usage.

As a result, their rejection of cookies renders any processes relying on these little log files ineffective.

People are also becoming increasingly aware of the risks cookies pose to their personal data security. 

Millions are using ad blockers, which block cookies and other tracking technologies, and nearly half of all internet users now also reject tracking cookies when prompted.

We’re entering a cookieless future.

As a result, digital marketing has entered a new chapter. 

It’s one where cookieless advertising - and cookieless tracking more broadly - has more significance for businesses wanting to succeed in an increasingly competitive and privacy-conscious marketplace.

Cookieless targeting shifts from tracking individuals to analyzing collective user patterns and leveraging context-based data.

Context-based data means information about the content users view, their behavior, or the platforms they engage with. 

For example, if someone visits a fitness webpage, context-based data might include relevant topics (fitness), keywords (exercise, workout, health), and related categories (wellness, nutrition), helping to understand user interests based on the immediate context.

Marketers use these contextual insights to deliver relevant ads, recommendations, or content that aligns with user interests in real-time - all without tracking personal browsing history or identities.

Instead of following users’ online activity with cookies, cookieless methods utilize first-party data and privacy-compliant analytics, often supported by machine learning, to detect trends. 

When someone visits a website, attributes like location, device type, and page interactions provide valuable insights for cookieless targeting, without collecting personally identifiable information.

This privacy-focused approach keeps data collection within the brand’s own ecosystem, enabling effective targeting without relying on third-party data or intrusive tracking.

As the use of third-party cookies declines, it’s essential to explore alternatives that engage users directly. 

Instead of tracking users through third-party data, shift toward collecting data from customers themselves through strategies like newsletters and QR codes, or by using a privacy-compliant website survey tool.

Offering valuable content or resources in exchange for information not only helps build a more direct relationship but also respects users’ data privacy. 

This approach allows you to understand your audience without compromising their security and builds trust, creating a more effective data strategy in a cookieless world.

Tap Into the Right Cookieless Tracking Tool

Despite the phase-out of third-party cookies, businesses can still collect data from websites, CRMs, and apps to target customers who’ve already shown interest.

Cookieless tracking solutions make this possible.

They often use fingerprinting to create a unique identifier during a visitor’s first visit. 

Unlike cookies, this identifier isn’t stored on the visitor’s device and can’t track them beyond the website or app, ensuring privacy by keeping anonymized data collection within the analytics environment.

Contextual ads represent one of the key cookieless advertising solutions, making it a valuable strategy for businesses navigating the cookieless world. 

It targets users based on the content and keywords of the page they're viewing, without relying on personal data.

For instance, someone reading about new sneakers might see ads for athletic gear, aligning with their interests without tracking their identity.

This approach feels less invasive for consumers - they only see ads relevant to the content they’re currently engaging with, making ads feel more useful and less intrusive. 

While contextual ads can’t fully replace cookie-based approaches, they effectively tap into general interests without personal tracking, focusing instead on broad themes like lifestyle or music categories.

Adopt Artificial Intelligence and Machine Learning

In a cookieless world, accessing first-party data is essential, as it’s often considered more ethical than relying on third-party sources.

AI and machine learning help brands unlock value from untapped data sources, like call centers, by categorizing customer interactions into actionable digital insights.

There are privacy concerns around artificial intelligence.

But these technologies analyze large volumes of data quickly, transforming them into detailed, user-level insights while leveraging predictive modeling to anticipate customer behavior.

AI-driven systems also offer the advantage of real-time data processing, enabling brands to map customer journeys and forecast exposures with impressive speed and accuracy.

Social media - and the real-time data available from social media analytics - is invaluable to marketers adapting to a cookieless world. 

With every aspect of digital strategy impacted by data privacy shifts, social media offers a way to connect directly with users without third-party tracking. 

Marketers can engage users through polls, giveaways, or exclusive groups on platforms, fostering community and gathering insights that enhance brand engagement. 

According to eMarketer, 32% of marketers view social media profiles as essential in a cookieless future.

This underlines its role in reaching audiences directly and building relationships based on consented data sharing.

Leverage Influencer Marketing

Influencers, followed by tens of thousands, offer businesses a valuable channel to access first-party data shared on social media, including followers’ interests, locations, and demographic details.

Through surveys, comments, and DMs (considered zero-party data), followers willingly share personal insights, trusting influencers and key opinion leaders in their field. In a cookieless world, influencers can provide marketers with this audience data, allowing for targeted ad positioning.

Their genuine connection with their audience also grants access to valuable engagement insights, making influencer marketing a real help for businesses looking to craft tailored content and communicate their message to the right audience effectively.

As the need to migrate away from cookies grows daily, adopting privacy-first analytics solutions becomes essential.

TWIPLA, as a cookieless website intelligence platform, is perfectly positioned to support this shift, delivering the insights businesses need - without reliance on third-party cookies.

With our consentless tracking system, TWIPLA allows clients to capture data on 100% of their visitors, offering a full view of what’s truly happening on their website.

Choose TWIPLA for your analytics to start your migration from cookies and access meaningful data that helps connect with customers - while maintaining their trust.