{"id":33463,"date":"2025-07-07T21:24:51","date_gmt":"2025-07-07T15:54:51","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=33463"},"modified":"2025-07-16T17:17:40","modified_gmt":"2025-07-16T11:47:40","slug":"identity-free-targeting","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/identity-free-targeting\/","title":{"rendered":"What Is Identity-Free Targeting and How it&#8217;s changing AdTech Rules","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-background\" style=\"background-color:#fff1f5\">As third-party cookies crumble, identity-free targeting is stepping up with smart context and better engagement for users. Discover how the ad tech industry is shifting to a new face of advertising that is built on trust and users&#8217; privacy.<br><\/p>\n\n\n\n<p>As 2025 unfolds, privacy regulations such as GDPR, CCPA, and CPRA are tightening, and we are entering into a post-cookie-less era where understanding where the user is and what they want to see is the top priority for demand partners. It is a paradigm shift to move beyond identity-centric approaches in a cookieless world. Google Privacy Sandbox and FLoC are bending towards cohort-based targeting to protect individual privacy by allowing identity-free targeting.&nbsp;<\/p>\n\n\n\n<p>Undoubtedly, this will lead to the rise of first-party data as the direct relationships with customers will be built on trust. It&#8217;s time we all embrace the new wave of <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-contextual-advertising-how-does-it-work\/\" target=\"_blank\" rel=\"noreferrer noopener\">contextual targeting<\/a> in the world of ad tech and open gates for privacy-compliant reach and impactful advertising using new solutions.&nbsp;<\/p>\n\n\n\n<p>In this blog, we&#8217;ll explore how identity-free targeting is the perfect approach for a post-cookieless world of advertising. So, without further ado, let&#8217;s get started.&nbsp;<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/identity-free-targeting\/#What_is_Identity_Free_Targeting\" >What is Identity Free Targeting<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/identity-free-targeting\/#How_can_publishers_benefit_from_identity-free_advertising\" >How can publishers benefit from identity-free advertising?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/identity-free-targeting\/#How_to_measure_identity-free_targeting\" >How to measure identity-free targeting?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/identity-free-targeting\/#Post-Cookie_Advertising_Strategies\" >Post-Cookie Advertising Strategies<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/identity-free-targeting\/#Future_Outlook_on_Post-Cookieless_Identity-Free_Targeting\" >Future Outlook on Post-Cookieless Identity-Free Targeting<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/identity-free-targeting\/#Key_Takeaways_Quick_Summary\" >Key Takeaways (Quick Summary)<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/identity-free-targeting\/#Frequently_Asked_Questions\" >Frequently Asked Questions<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-what-is-identity-free-targeting\"><span class=\"ez-toc-section\" id=\"What_is_Identity_Free_Targeting\"><\/span>What is Identity Free Targeting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Publishers rely on user identification to monetize their content and earn ad revenue. Advertisers and <a href=\"https:\/\/www.adpushup.com\/blog\/the-best-ad-networks-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad networks<\/a> use the same identification markers to deliver targeted and relevant campaigns. And other demand partners use the same data to make tools, updates and valuable solutions for tools like header bidding platforms, audience segmentation engines, and campaign optimization technology, etc.&nbsp;<\/p>\n\n\n\n<p>With Cookies coming to an end, Identity Free Targeting is catching up and becoming the next most important thing in the world of<a href=\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\"> programmatic Advertising<\/a>. Identity-free advertising is an ad strategy that delivers relevant ads to the users without using individual user identification, like third-party cookies, mobile ad IDs (IDFAs, GAIDs)<\/p>\n\n\n\n<p>Identity-Free Targeting focuses on understanding the context and behaviour&#8221; approach, while third-party cookies are used to focus on the type of user to target ads and campaigns.&nbsp;<br><\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_can_publishers_benefit_from_identity-free_advertising\"><\/span>How can publishers benefit from identity-free advertising?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The move towards identity-free targeting represents a new approach for all<a href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-partners\/\" target=\"_blank\" rel=\"noreferrer noopener\"> demand partners<\/a> in the ad tech industry. To monetize platforms sustainably and ethically and embrace these changes, publishers need to look at this change from a bird&#8217;s-eye view and understand what benefits it brings:<\/p>\n\n\n\n<h3>Small Publishers&nbsp;<\/h3>\n\n\n\n<p>With limited resources and smaller first-party data sets, Identity-free targeting offers a targeting strategy that provides survival and growth for small publishers without needing extensive user data. Let&#8217;s explore more benefits of identity-free targeting for small publishers:&nbsp;<\/p>\n\n\n\n<ol><li>Niche Expertise&nbsp;<\/li><li>Attracting Privacy-Focused Advertisers.<\/li><li>Less Intrusive<\/li><\/ol>\n\n\n\n<h3>Large\/Big Publishers&nbsp;<\/h3>\n\n\n\n<p>Large publishers&#8217; biggest change is dealing with a vast amount of content and navigating complex data to deliver relevant ads to the user. Identity-free targeting offers them a way to scale ad revenue beyond pre-defined users and enhance their privacy posture. Let\u2019s explore what other benefits identity-free targeting has to offer for big-shot publishers:<\/p>\n\n\n\n<ol><li>Addressing Inaccessible <a href=\"https:\/\/www.exchangewire.com\/blog\/2022\/05\/19\/1692912\/\" target=\"_blank\" rel=\"noreferrer noopener\">Users<\/a><\/li><li>Streamlined Privacy<\/li><li>Granular Contextual Understanding<\/li><li>Attention-Based Metrics<\/li><\/ol>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_to_measure_identity-free_targeting\"><\/span>How to measure identity-free targeting?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>&nbsp;The ad tech industry has been obsessed with quantifiable metrics like <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-calculate-click-through-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">Click-Through Rate <\/a>(CTR) and <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-ecpm\/\" target=\"_blank\" rel=\"noreferrer noopener\">eCPMs <\/a>for basic viewability. These metrics have served as a go-to indicator of campaign performance and user engagement. However, as we enter a cookieless era without third-party cookies, we will no longer be able to target audiences without cookies.&nbsp;<\/p>\n\n\n\n<p>Now, the real measure of success lies in the attention, i.e., the genuine engagement between a user and an advertisement. Asking questions like, &#8220;Did the user truly absorb the message?&#8221;,&nbsp;&nbsp;<\/p>\n\n\n\n<p>&#8220;Did the ad resonate with user interest?&#8221; and &#8220;Did the ad foster a positive impression or increase their desire to learn more for the user?&#8221;<\/p>\n\n\n\n<p><strong>If written in simple words, Attention Metrics &gt; CTR\/ Viewability.&nbsp;<\/strong><\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Post-Cookie_Advertising_Strategies\"><\/span>Post-Cookie Advertising Strategies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3>Walled Gardens <\/h3>\n\n\n\n<p> &#8220;<a href=\"https:\/\/www.adpushup.com\/blog\/walled-garden-in-adtech\/\" target=\"_blank\" rel=\"noreferrer noopener\">Walled Gardens<\/a>&#8221; refer to the large, integrated digital platforms like Google, Meta (Facebook\/Instagram), Amazon, and Apple. These entities possess vast amounts of first-party user data collected directly through user logins, app usage, and various services. Their key advantage in a post-cookie world stems from their ability to create and maintain <a href=\"https:\/\/admonsters.com\/ad-ops-decoder-what-are-deterministic-and-probabilistic-ids\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">deterministic IDs<\/a>.<\/p>\n\n\n\n<h3>PII-based identifiers<\/h3>\n\n\n\n<p>PII (Personally Identifiable Information)-based identifiers are pieces of data that directly or indirectly link back to a specific individual. In ad tech, this primarily includes information like hashed email addresses, phone numbers, or physical addresses that users have consented to share. While sensitive, these identifiers are becoming crucial in the post-cookie era, particularly for first-party data strategies.&nbsp;<\/p>\n\n\n\n<h3>Deterministic IDs<\/h3>\n\n\n\n<p>Deterministic IDs are the gold standard for user identification in advertising, representing a precise, one-to-one match to a specific individual. Unlike probabilistic methods that infer identity based on likelihood, deterministic IDs are built on confirmed connections, most commonly through user logins or directly provided PII (e.g., an email address used across multiple platforms). Walled Gardens are prime examples of entities that leverage deterministic IDs extensively, as they have vast logged-in user bases.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Future_Outlook_on_Post-Cookieless_Identity-Free_Targeting\"><\/span>Future Outlook on Post-Cookieless Identity-Free Targeting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>While identity-free targeting is gaining traction in the ad tech industry, identity is still the core of the programmatic future. With the rise of Identity-Free Targeting in a post-cookieless world, new technologies like RampID and Unified ID 2.0 are evolving to align with industry needs and regulations.&nbsp;<\/p>\n\n\n\n<p>Even in all this chaos, one thing is clear: first-party data is becoming increasingly valuable for advertisers, publishers, and even users. Building your ad strategy around first-party data is non-negotiable; it is fundamental for the future ad success of your campaigns.&nbsp;<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Key_Takeaways_Quick_Summary\"><\/span>Key Takeaways (Quick Summary)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ol><li>&nbsp;As privacy regulations tighten and third-party cookies disappear, the post-cookie era is all about priortizing context and user intent over user identity <\/li><li>Identity-free targeting relies on contextual and attention-based metrics. This approach delivers relevant ads without using cookies or ad IDs.<\/li><li>Small publishers can use an identity-free targeting approach as a growth strategy and leverage niche expertise to attract privacy-focused advertisers to monetize their traffic.<\/li><li>Large Publishers can scale their ad revenue beyond defined users by streamlining privacy compliance, leveraging granular contextual understanding, and benefiting from attention-based metrics <\/li><li>It\u2019s time to leverage <a href=\"https:\/\/www.adpushup.com\/blog\/walled-garden-in-adtech\/\" target=\"_blank\" rel=\"noreferrer noopener\">Walled Gardens<\/a>&#8216; directly collected PII-based identifiers (e.g., email, login data) to build deterministic IDs to enable precise targeting measurement of ad campaigns.&nbsp;<\/li><\/ol>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"has-text-align-center\"><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions\"><\/span><em>Frequently Asked Questions<\/em><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1751902781384\"><strong class=\"schema-faq-question\">1. What is the future of cookies?<\/strong> <p class=\"schema-faq-answer\">As Google is planning to eliminate third-party cookies in 2025, it is believed that the phasing out of third-party cookies will mark the transition into a new cookieless era where first-party data will be the first priority for the demand partners in the ad tech industry.\u00a0<br\/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1751902888303\"><strong class=\"schema-faq-question\">2. What is the cookieless tracking\u2019s future?<\/strong> <p class=\"schema-faq-answer\">The cookieless future marks a shift in digital marketing where third-party cookies are phased out, limiting how advertisers track users across sites. This impacts audience targeting, retargeting, lead generation, and behaviour analysis, pushing brands to adopt privacy-first solutions like first-party data, contextual targeting, and consent-based strategies to stay relevant.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1751902913087\"><strong class=\"schema-faq-question\">3. What is a post-cookie world?<\/strong> <p class=\"schema-faq-answer\">A &#8220;post-cookie world&#8221; is where third-party cookies are phased out or significantly restricted by web browsers. This shift, driven by increasing privacy regulations and consumer demand for data control, necessitates new methods for targeting, measurement, and attribution in online advertising, moving beyond traditional individual tracking.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>As third-party cookies crumble, identity-free targeting is stepping up with smart context and better engagement for users. Discover how the ad tech industry is shifting to a new face of advertising that is built on trust and users&#8217; privacy. As 2025 unfolds, privacy regulations such as GDPR, CCPA, and CPRA are tightening, and we are<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":85,"featured_media":33464,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6440],"tags":[],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Identity-Free Targeting Is Changing the AdTech Industry | Adpushup<\/title>\n<meta name=\"description\" content=\"Discover how identity-free targeting is all set to deliver powerful, privacy-safe advertising without any third-party cookies in 2025.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/identity-free-targeting\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"How Identity-Free Targeting Is Changing the AdTech Industry | Adpushup\" \/>\n<meta name=\"twitter:description\" content=\"Discover how identity-free targeting is all set to deliver powerful, privacy-safe advertising without any third-party cookies in 2025.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/07\/undraw_private-data_7v0o.png\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Harleen Kaur\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; 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