Since Google revealed in 2020 that it would phase out third-party cookies, the ad industry has been testing and trying new ways to adapt. Despite delays and changes to Privacy Sandbox, the shift is underway.
Now, marketers must move past old tracking methods and use privacy-friendly tools that still deliver targeted results.
But success in this cookieless world won’t come from technology alone. It will require consent-driven data practices and alignment with growing consumer demand for transparency and data control.
In this article, we’ll review what cookieless advertising is and how you can thrive using cookieless advertising solutions, such as Conversions API integrations:
What is cookieless advertising?
Cookieless advertising is a way for businesses to promote their products or services without relying on third-party cookies. Instead, they use other methods like collecting data directly from their own websites (first-party data).
They might show ads based on a webpage’s content (contextual advertising) or use new tools that respect user privacy. Due to its increasing effectiveness, annual growth rates for contextual advertising are estimated to be at least 10.5%.
This approach helps protect people’s personal information while still allowing businesses to connect with their audience in a relevant way.
How do you advertise in a cookieless world?
Privacy concerns are growing, and so are the rules around data collection. Cookies were once the go-to way of tracking users online.
Now, they require explicit permission from visitors (consent-based marketing), which you’ve probably noticed through those cookie consent pop-ups.
The shift away from third-party cookies doesn’t mean the end of personalized advertising. In fact, it opens the door to more privacy-friendly ways to reach customers.
It’s all about upholding best practices for cookieless tracking, which essentially means testing different tools and strategies to adapt to this change.
Challenges businesses face when advertising in a cookieless world
Moving away from cookies also comes with some hurdles, including:
- Harder to track results: Without third-party cookies, it’s more difficult to link ads to customer actions.
- Limited scale: First-party data only covers people who interact with your own website or app.
- Tougher retargeting: It’s harder to re-engage users who visited your site but didn’t take action.
- Tech upgrades needed: Making sense of your data now takes better tools and systems, which may require more investment.
How can you address these cookieless advertising challenges? Simply by creating effective data collection systems and respecting users’ privacy.
This means focusing on how to better use first-party data, run context-based ads, or leverage new technologies.
Best cookieless advertising solutions
Third-party cookies are almost completely phased out. As a result, marketers are turning to more privacy-friendly ways to connect with customers.
Here are some of the top strategies that businesses can use to succeed in lead data tracking cookies:
1. Effective use of your first-party data
First-party data comes directly from your audience. More specifically, it comes through actions like signing up for a newsletter, filling out a form, or making a purchase.
This data offers a ready-to-use package; it’s accurate, reliable, and privacy-compliant.
Here’s how to make the most of it:
- Collect data ethically: Use tools like CRM systems, email sign-ups, surveys, and purchase histories to gather useful information. Always get user consent.
- Organize and use the data well: Store data in one place so you can group people by interests or behavior. This helps create personalized campaigns.
- Leverage automation: Platforms like LeadsBridge help connect your first-party data to platforms like Meta and LinkedIn. This allows you to sync custom audiences and run more targeted ads without cookies.
2. Running contextual advertising
Instead of tracking someone’s browsing history, contextual advertising places ads based on the content of the page the person is viewing.
Why it works:
- Ads feel more natural and relevant. For example, an ad for running shoes shown on an article about marathon training fits well.
- AI tools can scan page content to choose the best ad to display.
- Since no personal data is used, it fully complies with privacy laws like GDPR and CCPA.
Learn more about AI-powered lead generation here.
3. Privacy-compliant advertising technologies
New tools are being developed to respect user privacy while still helping advertisers.
Some key examples:
- Google’s Privacy Sandbox: A set of tools for showing relevant ads without collecting personal info.
- Data clean rooms: Secure spaces where brands and partners can compare and analyse data together without revealing personal details.
- TrustedForm: This is a consent-based marketing tool that verifies and documents consumer opt-ins, helping marketers practise TCPA compliance and build trust while generating leads.
These tools keep your marketing strong while helping you safeguard your business and your prospects’ privacy.
4. Collaborating with data partners
You don’t have to do this alone. Working with trusted partners can help fill in data gaps and grow your audience’s reach.
Partnerships can help you gain insights into customer behaviour through anonymized data.
For example, a brand could partner with a payment platform to better understand purchasing patterns, even without third-party cookies.
Here’s a graph to give you a rough idea about data anonymization:
5. Implementing Meta Conversions API
Meta’s Conversions API lets businesses send data directly from their servers to Meta, in addition to data from browser-based tools like the Pixel.
Let’s take a look at why this tool has been so valuable to so many businesses:
- Better data control: You decide what’s shared with Meta.
- Works even with cookie blockers: It tracks user actions like sign-ups or purchases even if cookies are disabled.
- Stronger signal accuracy: Conversions API fills in the gaps that the Meta Pixel can’t see.
- Automating data transfers: It becomes easier to set up Conversions API and create custom audiences using the first-party data in your CRM.
6. Implementing LinkedIn Conversions API
Just like Meta’s Conversions API, the LinkedIn Conversions API sends tracking data from your server to LinkedIn, so it doesn’t rely on cookies.
Here’s why it matters:
- Keeping your LinkedIn ad performance strong, even with new privacy laws and cookie restrictions.
- Helping track the full customer journey more accurately.
- Building automated data bridges helps set up the process smoothly, giving you stronger insights into who’s engaging with your ads and why.
7. Being prepared for a cookieless future
To stay ahead, you’ll need to:
- Stay compliant: Always get consent and be open about how data is used.
- Strengthen your tech: Use tools to centralize and activate your data effectively.
- Train your team: Help your staff understand how to use cookieless strategies.
- Watch the trends: Keep up with new tools and changes in privacy laws.
Final thoughts
The cookieless future is a reset. Third-party cookies are fading. However, AI and machine learning step in to power more efficient and privacy-first advertising.
Success now depends on how ethically you use your leads’ data. Other factors like real-time insights and your consumers’ experience are significant as well.
The brands that adapt will be the ones that survive and lead the next chapter of digital marketing.
Connect Meta’s Conversions API and integrate the LinkedIn Conversions API to track the full customer journey with server-side reliability.
