From device fingerprinting to social listening, we break down the vendors helping marketers target customers without the use of third-party cookies.
Digital marketers have long relied on using third-party cookies to deliver low-cost, targeted advertisements to consumers. As of March 2023, 45% of marketers are still spending at least half of their budget on cookie-reliant strategies.
However, big tech players like Google and Apple — which between them have billions of global users — have made moves to increase the privacy of their platforms by significantly limiting the usefulness of cookies to marketers.
Tech vendors are coming up with solutions to help digital marketers continue to deliver personalized campaigns at scale without third-party cookies. This means using techniques like device fingerprinting that track other signals of consumer behaviors and preferences, or else more precisely targeting audiences using strategies like referral marketing, location-based marketing, or social listening.
In the market map below, we identify 115 vendors addressing critical aspects of cookieless targeting across 11 different categories.
Note: Our map includes private startups that have either submitted an Analyst Briefing or have a Mosaic score of at least 400 and have received funding in the last 5 years. This market map is not exhaustive of the space.
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