For years, businesses relied on third-party cookies to track users across the web, serve personalized ads, and measure marketing performance. Now, that era is ending.
Google is phasing out third-party cookies in Chrome. Apple has already restricted cross-app tracking. Privacy regulations like GDPR and CCPA have made data collection stricter than ever.
Without cookies, many businesses are losing visibility into customer behavior, struggling to track engagement, and watching ad performance drop.
But identity resolution is the solution. Instead of relying on invasive third-party tracking, businesses can now use first-party data, AI-powered matching, and privacy-compliant identity resolution to recognize customers across channels.
Here’s how identity resolution works in a post-cookie world—and how to future-proof your business.
🚩 Privacy Regulations Are Tightening – Laws like GDPR, CCPA, and new state-level rules are cracking down on how businesses track users without consent.
🚩 Tech Companies Are Blocking Trackers – Apple’s iOS updates and Google’s Privacy Sandbox are making cross-site tracking harder.
🚩 Consumers Want More Control – Users are rejecting invasive data collection and demanding more transparency.
Without a plan to replace third-party cookies, businesses risk losing their ability to personalize experiences, measure marketing ROI, and optimize customer journeys.
✔ Collect first-party data directly from customer interactions—website logins, form fills, CRM records, and transactions.
✔ Build persistent identity graphs that don’t rely on external tracking.
✔ Use hashed emails, phone numbers, and customer IDs as new, privacy-safe identifiers.
✔ AI analyzes behavioral patterns, IP addresses, and device signals to recognize users even without cookies.
✔ Machine learning continuously updates and refines identity resolution models.
✔ Probabilistic matching helps link anonymous website visitors to known users.
✔ Ensure customer data is collected with explicit consent and transparency.
✔ Use privacy-compliant hashing techniques to store and match identities securely.
✔ Implement server-side tracking instead of relying on browser-based cookies.
✔ Retarget known users based on first-party behavior, not cookie tracking.
✔ Suppress ads for existing customers, reducing wasted spend.
✔ Create lookalike audiences based on real customer profiles.
✔ Track customer journeys without relying on third-party cookie tracking gaps.
✔ Ensure sales teams have complete visibility into a prospect’s engagement history.
✔ Deliver consistent, personalized experiences across multiple devices and channels.
✔ Give users control over their data, building trust and long-term loyalty.
✔ Ensure data collection meets GDPR, CCPA, and global privacy standards.
✔ Use zero-party data (directly provided by customers) to strengthen identity resolution efforts.
🚩 Ad performance will continue to decline without a new identity strategy.
🚩 Customer journeys will remain fragmented, making personalization impossible.
🚩 Businesses that fail to adapt will fall behind competitors already using AI-driven, first-party identity resolution.
🔮 AI-powered identity resolution will replace third-party tracking as the dominant way to recognize customers.
🔮 First-party and zero-party data will become businesses’ most valuable assets.
🔮 Privacy-first strategies will determine which brands consumers trust and engage with.
If your business is still relying on third-party cookies, it’s time to switch to a cookieless identity resolution strategy.
View the Identity Resolution Slide Deck to see how it works. If you’re ready to start using identity resolution the right way, you can purchase it here.
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