Cookieless World

How Will Personalized Ads Work without 3rd Party Cookies?

Mass advertising without personalization is unimaginable in the modern digital world. When it comes to personalization, methods such as targeted ads and retargeting ads remain a primary focus of marketers, as they heavily impact the overall user experience. As an industry, we do not want users to be bombarded by targeted ads with content unrelated to their interests.

In this article you will learn about:

  • Does a cookieless future mean the end of personalized advertising?
  • What is the solution for maintaining personalization and how will it work?
  • How effective is this approach to personalization?

Table of Contents:

The idea of a cookieless future

The HTTP cookie has up until now provided this personalization, and the idea of a cookieless future is an alternative the industry cannot afford – advertising effectiveness would decrease by 52% (based on Google’s Team research, conducted on the Google AdManager environment).

Developing a solution to a cookieless future that would allow personalized advertising content is paramount, which is why it was identified as one of the industry’s critical needs at the W3C working group, where the Privacy Sandbox initiative (discussed in previous article) is being developed. The industry agreed that although the mechanisms behind personalization such as targeted ads will change, the end-user experience should remain as similar as possible.

This is why RTB House proposed the well-received Product-level TURTLEDOVE which aims to address the issue of retargeting ads in what we will be a cookieless future. Since our solution is welcomed by the industry and fully implemented in the Privacy Sandbox, we want to present how it will work.

How does Product-level TURTLEDOVE work?

One of the essential components primarily used for retargeting in the Privacy Sandbox (currently called FLEDGE) operates based on adding users to specific Interest Groups on the advertiser’s website. This is based on the rules created by the partner providing the advertising services. These groups will be saved and stored securely in the users’ browsers. When the users enter the publisher’s website, they will not be targeted as individuals but as group members.

The main issue of retargeting ads that had to be addressed in the proposal was tailoring the message – including the display of relevant products. The Product-level TURTLEDOVE proposal extends the scope of recorded information through the products a given user is interested in.

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Our proposal allows for the ability to

  • present products that the users viewed on the advertiser’s website
  • present products that are popular among members of the same Interest Group

After saving information about the user’s products, our algorithm uses this data without identifying a specific user. This information is stored in the browser solely for the process of displaying the ad.

Since we directly connect to the advertiser’s website, we know which products were popular among all members of a given Interest Group. Thanks to this, we can preserve one of the most crucial aspects when it comes to retargeting ads: recommendations of products tailored to the users’ interests.

Product-level TURTLEDOVE fulfills what it was intended for: to maintain the status quo of personalization while keeping user data safe. Therefore, the ads themselves will look very similar to what we know today without users noticing any significant changes.

See also: Deep Learning Leads to Ultra-precise Personalization

Is Product-level TURTLEDOVE effective?

Early preliminary tests at RTB House have shown that Product-level TURTLEDOVE allows the recommendation effectiveness to maintain 94.5% of today’s efficacy. As we move forward, we are sure that this number will be even higher by the day of launch.

If you have any questions or comments regarding the article, please let us know.

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