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The mobile app ecosystem is facing a paradox. While user engagement is at an all-time high, the traditional levers for in-app monetization—specifically targeted advertising and retargeting—have been disrupted by the deprecation of identifiers like the IDFA (Identifier for Advertisers). For publishers and advertisers, the challenge is clear: How do you maintain revenue and relevance when the old signals go dark?

The shift away from third-party cookies has created a paradox for publishers: a large portion of their high-quality traffic—often from default browsers like Safari, Firefox, and high-value mobile apps—is now considered “cookieless inventory.” While users are present, the traditional mechanisms for identifying and targeting them are gone, leading to significant signal loss and revenue erosion for publishers. This challenge means

As the digital advertising landscape shifts away from third-party cookies, publishers and advertisers are facing a critical challenge: signal loss. Without the traditional methods of tracking users across the web, addressability has plummeted, particularly on browsers like Safari and Firefox. Enter ID Bridging—a sophisticated technique that is reshaping how identity is resolved in a privacy-first world. Leading solutions, such as

Maximize revenue from every ad impression with Bid Enrichment. Understand how supplementing bid requests with valuable data in a cookieless world boosts CPMs and monetizes your inventory.

With the threat of third-party cookie deprecation, publishers are finding that their ad inventory, particularly in cookieless environments like Safari and Firefox, is being under-monetized. Intent IQ’s Bid Enhancement solution is a performance-based service designed to solve this problem by providing a new stream of revenue and helping publishers thrive in a new digital ad era. How It Works At

The digital advertising landscape has settled into a shape nobody predicted. Third-party cookies were supposed to disappear from Chrome; instead Google abandoned deprecation in July 2024 and retired most of the Privacy Sandbox in October 2025. What did not change is the half of the internet where cookies never worked in the first place. Safari and Firefox still block them

Update, October 2026: This one has aged well. Google has since retired most of the Privacy Sandbox (October 2025), leaving the cookieless environments described below without any platform-level replacement — which makes the iOS argument here stronger, not weaker. See our guide to cookieless advertising. Apple + Alternative IDs = Better Performance than Google + Cookies By Roy Shkedi, CEO

Update, October 2026: This article was written while Privacy Sandbox was still in development. Google retired most of its APIs — including Topics, Protected Audience and Attribution Reporting — on 17 October 2025, and third-party cookies remain in Chrome. For where that leaves publishers and advertisers now, read our guide to cookieless advertising. Intent IQ’s own Fabrice Beer-Gabel Intent IQ’s

IAB.ALM may be the best venue to take the pulse of the Adtech industry and develop strategic opportunities. This year didn’t disappoint. Our partners Assembly Global and Simpli.fi shared great initial results with Intent IQ’s universal ID. The winners of 2024 will be those who experiment with cookieless addressability. Don’t wait and see. The answers are out there. You can