Cookieless Identity

The Short Answer

Cookieless identity refers to identity resolution methods that do not depend on third-party browser cookies, which browsers and privacy regulations have steadily phased out. Cookieless approaches rely instead on deterministic identifiers like hashed emails, first-party data, and consumer data graphs to recognize and target people as cookie-based tracking becomes unavailable.

How It Works

Instead of a browser-issued cookie, cookieless identity relies on deterministic identifiers, most commonly a hashed email address, along with first-party data and a broader consumer data graph, to recognize the same person across sessions and platforms.

Why It Matters

Browsers and privacy regulation have steadily eliminated third-party cookies as a tracking mechanism. Any targeting or measurement strategy still dependent on cookies alone is already losing visibility and needs a cookieless identity approach to keep working.