In the past, retargeting has relied heavily on cookies to track user behavior and target ads accordingly. However, with the recent development of browser privacy settings and ad blockers, cookies are becoming increasingly unreliable. As a result, retargeting is evolving to become more reliant on user data that is collected directly from the user, without the need for cookies.
One way that retargeting will work without cookies is through the use of first-party data. This data is collected directly from the user, typically through a login or registration process. This data can then be used to target ads to the user based on their specific interests and behavior.
Another way that retargeting will work without cookies is through the use of browser fingerprinting. This technology collects data about the user’s device and browser, which can then be used to track the user across different websites. This data can then be used to target ads to the user, even if they clear their cookies or use ad blockers.
Ultimately, retargeting without cookies will require a more sophisticated approach that relies on direct data collection from the user. However, this data can be used to create more targeted and effective advertising campaigns that are less likely to be blocked by ad blockers.