Living in a cookieless world - Tangoo
19.10.2022 Marketing Pills

Living in a cookieless world

Cookies go, but Data stays

by Marketing department

We would like to introduce to you one of the most recent hot topic. Are you ready for a cookieless future?

In January 2020 Google announced the deprecation of third party cookies in Chrome to guarantee transparency, control and a full respect of users privacy. We’re living a cookiepocalipse!
To know more about Google’s decision you can check the article.

But, what is a cookie? Cookies are bits of code that pass data between web servers, browsers, and sites to help tailor a consumer’s digital experience.
In cookieless marketing advertisers rely less on third-party cookies and explore new solutions. All the brands that are currently using cookie-based are now forced to seek and experience alternative solutions to carry on their own marketing strategies.

Third-party cookies will disappear for sure, but first-party data can represent a powerful instrument to reach success for companies. They are extremely accurate and they can be strategically crucial. In a post cookie scenario, Customer Data Platforms can help advertisers to collect first-party data in the right and first-privacy way.

Since clients are concerned about data use and privacy, this is a factor to consider in order to protect a company’s existence. In fact, statistics show that 80% of users favor making a purchase when the brand protects their data.



Revolution has just begun, in fact 40% of the web is already cookieless.
So, how is it possible to meet the challenge?

In addition to first-party data, there are different solutions:

  • Contextual targeting: this type of targeting leverages non-personal information that is based on where and what content users view rather than who they particularly are.
  • Universal ID & PPI:A Universal ID is a unique user ID that allows Advertisers, Publishers and Data Providers to identify users across different websites and devices. These universal IDs perform the same functions as Third Party Cookies, but the difference is in how they are created. Universal IDs are created using probabilistic data or deterministic data or both, to produce an ID filled up with Personally Identifiable Information.
  • Cookieless Channels: such as Programmatic DOOH and CTV, that are increasingly used channels. With Programmatic DOOH, media buyers can target viewers and outdoor audiences in relevant ad settings based on important factors, like time of the day, weather, societal events, etc. CTV ads involve presenting digital ad content on web-connected devices, like Smart TVs, game consoles, monitors and other Internet-connected devices.


IAB Italia has recently released the White Paper Cookie and Cookieless World. The document was developed together with some ad tech market players to provide an overview of the current use of cookies in advertising and the alternatives available.


Do you want to know how to improve your strategy in a cookieless scenario?

Discover Tangoo cookieless solutions:

  • Contextual Data
  • CTV, DOOH and Audio
  • Audience Platform, CDP and GRAPH ID

Contact us to know how to use cookieless channels, implement your activities and be ready for the cookiepocalipse!

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