Cookieless Programmatic Made Easy

maj 14, 2024

Farewell Third-Party Cookies… 

It is probably not news to anyone in 2024, but Google has announced it will remove third-party cookies in Chrome and not build alternate tracking identifiers. 

This change is currently being rolled out by Google, and is expected to be completely finalized in early 2025.

While this announcement may not have come as a surprise, many advertisers find themselves uncertain about how to manage the situation.

This means that advertisers will not be able to use third-party cookies for tracking users on Chrome, a browser with 60% market share. 

Digital advertisers will need to find new ways to attribute conversions, frequency cap ad placements and retarget site visitors. 

Marketers, accustomed to leveraging third-party cookies for ad targeting, face a significant adjustment. In response, multiple adtech companies are offering an alternative method for gathering anonymous data to balance privacy and advertising needs. 

Yet, no one really knows which solution will be the best identifier to replace third-party cookies…

Marketers are now looking to adapt their strategies to rely more on first-party data and alternative marketing approaches in the absence of third-party cookies.

Match2One’s Universal Pixel: A Complete Solution

As new technologies try to take position as the replacement to third-party cookies, there is still uncertainty in which solution will win the “King of the Hill”. 

That’s the Match2One Universal Pixel uses the leading ID solutions to identify users in targeting and reporting. 

This agnostic approach allows your campaigns to be agile when targeting certain regions, browsers, and more.

Match2One’s Universal Pixel provides a seamless and cookieless way to track, target, and perform, in the absence of those trusty cookies.

So, what makes the universal pixel so special? Well, it’s all about adaptability. Once the pixel is installed, users will be able to set up audiences based on their website behavior. 

Instead of relying on third-party cookies, which are subject to limitations and restrictions, the Universal Pixel uses a cookieless approach to gather data and insights about user behavior.

By implementing Match2One’s Universal Pixel on your website, you can continue to track user interactions, understand their preferences, and optimize your marketing efforts without relying on cookies. 

A versatile tool that helps you stay ahead of the curve.

Will Retargeting Still Work?

Retargeting is key in efficiently driving conversions and sales to a website. 

High performance is why marketers choose Match2One, and of course, something we have made sure to focus on. 

The quick answer is yes, retargeting works with the Match2One Universal Pixel. 

In fact, the Universal Pixel will allow for more advanced tracking and audience segmentation. Since Match2One’s Universal Pixel will be able to target a wider audience pool (on multiple devices and browsers), retargeting will, in some cases, show higher performance than cookie-based retargeting. 

Why Will Match2One’s Universal Pixel Improve Your Marketing?

Cookie-based targeting and reporting has been working for decades. But with this updated technology, you’re actually accessing more data points and a larger audience pool.  

In many cases, this leads to increased performance, higher brand awareness, and improved quality traffic to your website.

With the universal pixel, you can:

  • Track user interactions and behavior on your website.
  • Gather valuable insights into user preferences and interests.
  • Retarget visitors on your website using the leading cookieless identifiers.
  • Optimize your marketing campaigns for maximum effectiveness.

Simply put, the Universal Pixel is your go-to solution for success as a future programmatic targeting and tracking solution.

Modern Performance. Seamless Transition.

Once you’ve installed the new pixel code into your website, the hard work is already done. 

You’ll be able to track and target website visitors based on which page they’ve visited. Besides that, you can create multiple conversion events, so that you measure what matters. 

There’s not much more to it. We made the cookieless transition easy, so you don’t have to. 

Here is how the pixel can help you track user traffic and conversions:

Track Referrer URLs:

Ever wondered where your site visitors are coming from? The universal pixel can help you track the URL they were on before landing on your site. It’s like having a map of your website’s journey through the internet.

Track Standard Events:

Want to keep an eye on specific actions users take on your site? The universal pixel can track standard events like clicks or purchases. It’s a simple way to see what’s happening on your site in real-time.

Track Additional Metadata:

And if you want to get really granular, you can track even more info by passing parameters with your standard events. This can give you even deeper insights into user behavior and preferences.

Add the code to your site, and you’re good to go. Once it’s up and running, you’ll start seeing data in the Match2One UI, where you can fine-tune your tracking and targeting.

And here’s the best part – once you’ve got everything set up, you can target specific segments of your audience directly on the platform. It’s a game-changer for optimizing your programmatic marketing campaigns.

Benefits for Advertisers

Match2One’s approach is all about being agnostic and powered by AI, ensuring that we deliver top-tier performance and scalability for our users. 

We’re constantly navigating through different ID solutions to optimize your campaigns. 

With our enhanced retargeting abilities, we can reach audiences on browsers such as Safari where third-party cookie technology is unavailable. 

Our increased flexibility in tracking and targeting gives you access to valuable demographic insights for precise prospecting. 

Ultimately, we’re envisioning a future internet that’s more privacy-conscious, benefiting not just consumers but also publishers and advertisers like you.


Many marketers are concerned about how performance is affected by third-party cookies being removed. At Match2One, we double down on our pledge to make the transition into a cookieless future easy, without sacrificing performance. 

With the advantage of leveraging emerging technologies and ID solutions, our partners are instead embracing this new era of digital advertising, achieving high performance and sustainability in a privacy-first world. 

If you want to know more about transitioning to a cookieless world with high marketing performance, our team is happy to help you get started!

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Jonathan Olsson

Jonathan Olsson

Head of Marketing

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