Cookieless and mobile ID-less traffic targeting
Overview
With cookieless and mobile ID-less traffic targeting, you can target inventory without cookie-based user IDs or mobile IDs, enhancing targeting accuracy and campaign effectiveness in privacy-first environments.
Dedicated report dimensions for cookieless and mobile ID-less traffic are "Cookieless targeting" and "Browser". For more information, see Report dimensions.
Access
To access cookieless and mobile ID-less traffic targeting, select Media Planning from the navigation menu. The cookieless and mobile ID-less traffic targeting options will appear in the Data marketplace section of the Targeting panel. You can also access cookieless and mobile ID-less traffic targeting directly from the line item page. For more information, see Create line item: targeting.
Configure cookieless and mobile ID-less traffic targeting
To target cookieless and mobile ID-less traffic, follow these steps:
- In the Targeting section, expand the Data marketplace tab.
- In the Cookieless & Mobile ID-less traffic section, enable the toggle.
When the toggle is activated, the deal is only eligible for traffic without cookie-based user IDs or mobile IDs.
Traffic with alternative IDs remains eligible.
The inventory insights are recalculated in real time, displaying the available volume for the targeted cookieless and ID-less traffic. For more information, see Get inventory insights.
Use cases
The following examples show practical ways to apply cookieless targeting to extend reach and optimize media costs.
Cookieless targeting with alternative ID targeting: many audience segments in Maestro include an alternative ID by default. This lets you reach users who cannot be targeted with cookies, increasing your campaign’s reach and potentially lowering media costs. To learn more about alternative ID providers, see Alternative ID provider targeting.
You don’t need to target an alternative ID provider. This option is part of the frequency capping workflow and isn’t required for cookieless audience targeting.
Cookieless targeting with contextual targeting: contextual targeting lets you display ads based on the content of a page or app rather than on user data. This makes the ads more relevant to viewers and can reduce media costs, especially when optimizing for lower-cost cookieless inventory.
Cookieless targeting with run-of-network: your ads can appear across the publisher’s network instead of being limited to specific sites or placements. This approach can help lower media costs, while still potentially giving access to premium formats (such as instream video) or preferred publishers.