Cookieless Solutions

Let us help you navigate the cookieless digital landscape

Identify, reach, and engage users with ease

With the deprecation of third-party cookies comes an opportunity for marketers and advertisers to identify and reach their target audience in new ways.

How to Master Advertising in the Cookieless World

Learn all about the identity solutions that are enabling new paths to advertising addressability and how high-quality audience data can support marketers as they move into a cookieless future.

Here’s what you’ll find inside:

Uncover the differences between third-party cookies & third-party data
Understand why the loss of third-party cookies is nothing to fear
Explore what new solutions marketers are adopting
Discover how to thrive with an ID-Agnostic approach
Review cookieless success stories

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Third-Party Cookies vs Third-Party Data

Third-Party Cookies

Small pieces of data stored on a user's browser by a website other than the one the user is currently visiting.

Used for tracking user behavior across different websites, helping advertisers and marketers collect data on user preferences and activities.

However, the utility of third-party cookies has declined in recent years. Most web browsers have ceased to support them.

Third-Party Data

Info collected by companies or organizations other than the one with which a user is directly interacting.

Gathered by various external sources, including data partners and brokers, analytics platforms, or other third-party services.

Marketers rely on third-party data to enhance their understanding of audiences, target specific demographics, and personalize advertising campaigns beyond the insights they are able to glean from their own (often limited) first-party data.

While third-party cookies have been widely used for tracking user behavior and delivering targeted ads, privacy considerations have made them all but irrelevant for modern marketing purposes, leading to a shift in how online tracking is approached. As a result, there is an increasing focus on alternatives and more privacy-friendly methods for collecting and using third-party data.

Adapt your Marketing Strategy: Future-proof with Cookieless Audience Data

What Marketers Should Know:

Privacy-centric personalization is possible, with the right audience data.
Leverage third-party data to enable addressability and engage your target consumer consistently on digital channels.
Embracing cookieless solutions today sets up success for tomorrow.

Data designed for a cookieless future

Eyeota fuses online and offline identifiers to create powerful audience targeting data for B2B and B2C brands to use for marketing and advertising on any digital channel.

The benefits of ID Agnostic Audience Targeting Data:

Available for targeting consumers within any digital channel: Access Eyeota's audience targeting data within the major demand-side and supply-side platforms for advertising campaigns on audio, display, digital out-of-home, connected TV, mobile and social channels.

Global future-proof solutions: We build our solutions with an ID agnostic approach to identity using online IDs (first-party, mobile, deterministic, cohort, contextual and universal IDs) or offline geo-based ID at a global scale.

Privacy-Conscious: We ensure our customers have continued access to solutions regardless of the changes within our industry.

Learn how IBM drove video campaign performance with B2B Predictive Audiences

Overview

Eightbar used Comscore and Eyeota's privacy-forward contextual audiences, a cookieless solution, to help leading technology brand, IBM, achieve the most efficient Cost-Per-Engaged-Visit (CPEV). In addition, B2B Predictive Audiences significantly outperformed all targeting tactics.

Challenge

Eightbar's client, IBM, was seeking the most effective audience targeting to drive video campaign performance.

Solution

Eyeota worked with IBM's agency Eightbar to define and implement a targeting strategy that would best achieve their goals.

Results

B2B Predictive Audiences CPEV was significantly below client benchmark. We achieved a 46% lowered CPEV compared to the competitive behavioral audience and a 23% lower CPEV compared to the competitive contextual segment.

Discover more content to help you navigate the post-cookie era

Let's Stop Treating Third-Party Data like Third-Party Cookies

Data Quality: Questions to Ask When Seeking a Trustworthy Data Partner

The Post-Cookie Future: How to Balance Privacy Compliance with 1:1 Messaging Relevance

No More Future Gazing: What's Your Post-Cookie Plan Today?

The Post-Cookie Future: Why the Loss of Third-Party Cookies Is Nothing to Fear

Connect directly with our Audience Specialists to identify and build the best audience plan for your specific campaign goals.

Get an Audience Targeting Plan

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