Contextual targeting allows you to show ads only on relevant web pages. Focusing on content and keywords, rather than looking for alternatives to third-party cookies. 

Unlike behavioral targeting, which is based on patterns in audience segments, contextual targeting is based on the context of a specific page. It means it doesn’t involve cookies or other ad identifiers. 

The main disadvantage of this solution is that it offers limited targeting options and does not report user demographics and behavioral characteristics. This type of targeting can be implemented on content-heavy websites with different thematic sections.

Fingerprinting This method does not identify users by special codes stored on their system, but by the unique characteristics of their browser, system, and device: Screen resolution of installed IP plug-ins.

Time zone Ways to store data on the client side without using cookies. Since fingerprinting does not require any data to be stored on the client, it is very difficult to detect and almost impossible to avoid. 

If first-party cookies are only valid within a domain, the unique characteristics remain unchanged when visiting different websites. This fact drastically simplifies tracking.

However, unlike cookies, users cannot opt out of this tracking, violating industry-wide privacy principles. 

Most browsers announced that they would limit fingerprinting capabilities in the future. 

Temporary alternative to third-party cookies that the marketplace may use during the transition. Stricter data protection regulations make this solution impractical in the long run.

Admixed ID – Universal Identity Solution

It has developed its universal ID solution to help online publishers. Advertisers preserve targeting, analytics, and attribution capabilities across the open web and apps. 

Admixed ID tracks users across browsers, platforms, and devices without third-party cookies. It uses encrypted email addresses and phone numbers obtained with the user’s explicit consent and is indecipherable. Therefore, users can rest assured that their privacy will not be abused. 

Admixed ID works with Admixer User Graph, which matches user IDs from different sources and environments. Web ID (own credentials used to access online resources) Mobile ID (IDFA for iOS ID and Android) Other proprietary IDs Identification. It was developed by various technology providers (e.g. Unified Identification 2.0, LiveRamp, ID5, Netz-ID, etc. 

ID Verification and Measurement Service Admixer’s acquisition of ID help website and media owners increase the value of their inventory to advertisers and eCPMs. Enabling them to use the data-rich walled gardens to compete. 

The solution will allow advertisers to run cross-channel campaigns and measure and verify reach without compromising user identity. 

It is one of the most sustainable alternatives to third-party cookies.

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