Dear friends, when you hear the word “cookie,” you might think of comfort and nostalgia—but in digital advertising, it’s a different story. It’s not just about being "ready" for a cookie-fading world—it’s about understanding what comes next. Identity is not disappearing; it's evolving. And at SmartyAds, we’re staying ahead by integrating a diverse set of privacy-first identity solutions to support performance, compliance, and adaptability.

Cookies May Fade, But Identity Stays  

As privacy expectations evolve, the role of third-party cookies is being redefined. Browsers like Safari and Firefox have already limited their use, and Chrome is gradually introducing new privacy frameworks. This shift isn’t about the disappearance of cookies altogether—it’s about rebalancing how identity and targeting are approached.

Instead of a full stop, it’s a pivot—toward more transparent, privacy-respecting solutions that still enable effective user recognition across channels.

Alternative Identity Solutions  

Instead of worrying about what’s changing, let’s talk about what’s already here—and what’s working:

  • Unified ID 2.0 – An identifier based on hashed email addresses. Aims to offer a secure and transparent method for maintaining user identity in a non-cookie environment.
  • LiveRamp IdentityLink – Connects offline and online identifiers to enable consistent user recognition across devices and platforms.
  • ID5 ID – A privacy-oriented identity framework that enables advertising use cases without relying on third-party cookies.
  • netID – A European initiative designed with GDPR compliance in mind, offering a user-centric identity infrastructure.
  • Google Privacy Sandbox – A set of proposals developed by Google to support privacy-preserving advertising while phasing out third-party cookies.
  • Topics API – Part of the Privacy Sandbox, this API categorizes users' interests into broad topics based on recent browsing activity.
  • Protected Audience API – Also part of the Sandbox, this enables on-device interest-based advertising without tracking individuals across websites.
  • UID2.0 – An updated version of Unified ID, designed to use encrypted and anonymized data to support privacy-compliant addressability.
  • SharedID – A collaborative initiative aimed at providing a standardized, open-source ID to support transparency and interoperability across the web.

What Does This Mean for DSPs?  

For Demand-Side Platforms, this shift isn’t a disruption—it’s an opportunity. The identity ecosystem is expanding, not shrinking. At SmartyAds, we support a broad portfolio of identity solutions to ensure our partners can continue running impactful, compliant campaigns across all environments.

By embracing diverse identity strategies and contextual targeting, we’re committed to helping our demand partners thrive without relying solely on cookies. Our platform stays aligned with the latest data protection laws and best practices, making it easier for advertisers to reach their audiences while respecting their privacy.

Let’s Work Together  

Whether you're already exploring identity alternatives or just starting to think beyond cookies—now is the time to stay informed, experiment, and adapt. Choosing the right approach can help maintain campaign performance under new conditions.

At SmartyAds, we’ve got you covered with flexible tools that ensure your campaigns stay relevant and resilient in a privacy-first world.