Cookieless advertising refers to the practice of targeting and delivering ads to users without relying on cookies, which are small text files stored on users' devices. With increasing privacy concerns and regulations, many social platforms are transitioning towards cookieless advertising to enhance user privacy and maintain compliance.

One approach to cookieless advertising is contextual targeting, where ads are shown based on the content of the webpage or app being used. For example, if a user is browsing a fashion blog, they might see ads related to clothing or accessories. This type of targeting does not rely on cookies and can be effective in reaching relevant audiences.

Another strategy is leveraging first-party data. Social platforms have access to a wealth of data about their users, such as their demographics, interests, and behaviors. By using this data, advertisers can create personalized and targeted ads without relying on cookies. For instance, a social media platform might allow advertisers to target users who have expressed an interest in fitness by analyzing their activity and interactions within the platform.

Additionally, social platforms are exploring alternative identifiers to cookies. One example is the use of hashed email addresses. Advertisers can upload hashed email lists to platforms, which can then match those hashes with their own user database to deliver targeted ads. This approach maintains user privacy by not directly exposing personal information.

References:

1. IAB: Identity Forum Cookieless Future Primer
2. Social Media Today: How Cookieless Advertising is Impacting Social Media Marketing
3. AdExchanger: Why Cookieless Doesn't Mean Adless