How Advertisers Can Unlock Cookieless Addressability


The cookieless future has arrived. 45% of the internet is already cookieless, and the rest will soon follow. 

As we all know, cookie-based addressability is becoming more of an obstacle as privacy laws strike down. This is only going to get worse when Google begins the deprecation of cookies on Chrome, as it plans to remove all third-party cookies from the browser by 2024. 

The Future is Cookieless

Currently, 77% of users are addressable via third-party cookies. After the deprecation of third-party cookies via Chrome, 87% of users won’t be addressable via cookies. This is troubling news for advertisers reliant on those valuable cookies…

Step Away From The Cookies

Despite this knowledge, advertisers are still concerned about going cold-turkey. Weaning advertising teams off of cookies is a challenge, as they’ve played a vital role in targeting customers for years. 

A staggering 83% of marketers say they are somewhat reliant, or very reliant, on cookies, while 52% believe it will take at least a year to transition off of them.

The Solutions

Despite initial reluctance, there’s huge value in advertisers leaning into cookieless solutions. Forward-thinking advertisers are using cookieless solutions to reach existing unaddressable audiences now, in addition to testing and planning for the future.  

There’s a consensus around a few solutions to this dilemma:

  • First-party data allows brands to own their data, rather than renting it from others.

According to Boston Consulting Group, many marketers are looking to expand their identifiable first-party data, some by 100% or more year-over-year.” 

  • Contextual targeting means marketers can better target and understand their potential customers. Without the use of cookies, advertisers can reach potential customers by processing the information on a web page the customer is browsing, and then using that information to show relevant ads. For example, when landing on, the ad may be talking about the hottest new laptop.

According to Global Industry Analysts, “The global market for Contextual Advertising is estimated at $199.8 Billion in the year 2022, and is projected to reach a revised size of $335.1 billion by 2026 (67% growth).”

The Cookieless Alternative

Even with solutions like contextual and first-party data targeting, there’s still plenty of work to be done to put these solutions into place. Wunderkind is here to help our advertising partners get ahead of the curve and curb their reliance on cookies.

Contextual Targeting via Verity by GumGum

Verity™ by GumGum offers a robust approach to contextual targeting based on a deep understanding of the publisher page. Verity’s full-page analysis can now be leveraged across Wunderkind’s publisher set, allowing advertisers to go deeper than the domain and subdomain level and focus on images and text within individual articles. Together, Wunderkind and Verity™ deliver contextually relevant ads to maximize the opportunity to reach users in relevant environments, at a time when they’re most likely to engage.

Email Authenticated Identifiers:

Support for persistent, privacy safe identifiers (UID2 and LiveRamp RampID) for targeting your first-party data will be available across all Wunderkind inventory by Q2 2023.

On-Site Email Capture:

As the phase-out of third-party cookies looms closer, advertisers are turning to Email Authenticated Identifiers to power audience activation, addressability, and measurability without third-party cookies. Activating these solutions requires brands to invest in new ways to collect first-party data, as these solutions rely on authenticated email addresses to reach target audiences. For the past ten years, Wunderkind has been the leader in qualified list growth, helping brands and publishers grow their first-party data at scale. Our advanced targeting, behavioral software, and onsite deployment features fuel email capture experiences on your site, allowing you to capture significantly more emails to maximize your addressable audience.

Probabilistic IDs:

With third-party cookies going away, advertisers are looking for other identity solutions to find the users they want to target. Wunderkind will soon have to pass these third-party IDs in our bid requests. To prepare for the demise of cookies, Wunderkind Advertising is integrating with probabilistic IDs (Lotame Panorama ID, TTD UID1.0, LiveRamp IDL, Prebid’s Shared ID, Criteo’s User-Centric Ad ID, and Parrable), which allow for accurate modeling across existing unaddressable environments. These identifiers are designed to help boost fill rates for publishers and provide advertisers with the precision-targeting capabilities they need without cookies. 

Just as the cookieless future has arrived, Wunderkind’s ad solution is here. It’s the perfect way to provide targeted ads in a cookieless world.


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