The future of addressability for advertisers

Key takeaways

• The deprecation of third-party cookies has been delayed again, but the shift toward privacy-first advertising is inevitable.
• Mobile in-app environments require new strategies, traditional identifiers like IDFA are no longer reliable, and while GAID is still functioning, there are talks about deprecating it as well. Google has introduced Google Sandbox as a potential solution, but the timeline for this is still unclear.
• Effective addressability in 2025 depends on combining first-party data, contextual insights, and smart identity mapping.
• Advertisers must act now to build consent-based, future-ready targeting systems, or risk falling behind.

Introduction

In light of Google’s recent decision to delay the end of third-party cookies, advertisers should be aware that the landscape continues to evolve. While cookies remain a central tool for addressability, the shift toward privacy-first solutions is still ongoing. This moment presents an opportunity to strengthen strategies that don’t solely rely on cookies, such as using first-party data, contextual targeting, and identity graphs, which will be crucial for long-term success in a more privacy-conscious world.

The transition away from third-party cookies has been a long time coming, and while the timeline has shifted more than once, the direction is clear. With 2025 now on the horizon, advertisers are navigating a new era of privacy, user control, and data responsibility.

This moment isn’t just about adapting to change; it’s an opportunity to lead it. At Mars Media, we see addressability not as a challenge, but as a space for innovation, especially in mobile environments, where identifying and connecting with audiences requires a smarter, more sensible approach.

The evolving landscape

Even though cookies still exist (for now), the broader shift toward privacy-preserving advertising is well underway. Regulations like GDPR and CCPA, along with platform-level changes from Apple and Google, have dramatically altered how user data can be collected, shared, and activated.

For mobile environments, particularly in-app advertising, the situation is even more complex. Android still offers relatively consistent identifiers (like GAID), but iOS has tightened control with IDFA opt-ins and app tracking transparency. What was once a stable identifier system has splintered, leaving advertisers to patch together identity using probabilistic signals, contextual data, or first-party relationships.

Addressability in mobile in-app

Mobile in-app experiences are growing, yet targeting within them has become more challenging. Unlike the web, where intent is clearer (e.g. reading reviews for TVs suggests high purchase intent), app environments offer fewer clues. A user playing Candy Crush may just be passing time, not actively shopping.

This creates a challenge: how do we match the same user across web and web, app and CTV? And how do we activate meaningful advertising when signals are weak? Solutions include probabilistic matching, device graphs, and network-level data enrichment. At Mars Media, we’ve been working on bringing deterministic and probabilistic signals together for a long time, consistently proving great results, all grounded in transparency and user privacy.

Identity strategies and industry tools

Rather than relying on any single identifier, many forward-thinking players are investing in what’s known as identity graphs, tools that help map various user IDs to a single anonymized profile. Some of these graphs are proprietary, others open or collaborative.

The catch? Many of the loudest voices in this space are also ad tech vendors with their own business stakes. Advertisers should approach solutions with a critical eye, carefully evaluating which ones align with their goals to avoid potential legal issues.

Mars Media’s approach doesn’t rely solely on third-party identity graphs. Instead, we work directly with advertisers, leveraging their first-party data and supporting consent-based targeting. This ensures that advertisers maintain control over their own data while still achieving effective audience targeting. By focusing on full transparency and the responsible activation of signals, we help advertisers build future-proof systems that prioritize privacy and addressability.

Best practices for advertisers

• Invest in first-party data capture: build relationships with users directly.
• Use contextual signals to enhance relevance without tracking individuals.
• Focus on intent: page content, behavior, device type, and time of day all matter.
• Collaborate with partners who provide transparency and control.
• Keep testing, different audiences respond to different methods.

Looking ahead to 2026

Cookie deprecation may have been delayed again, but the writing is on the wall. Advertisers who wait will fall behind. The real opportunity is in building smarter, more sensible targeting systems that don’t rely on outdated mechanisms.

At Mars Media, we’re developing and investing in tools that combine SDK-level signals, mobile web intent, and consent-based identity, showing results to ensure advertisers stay effective, and users stay respected.

Conclusion

Addressability is changing, not disappearing. The future of targeting isn’t about perfect identification; it’s about meaningful connection. Advertisers who can adapt will be rewarded not just with compliance, but with better performance and more sustainable user trust.

Looking to stay ahead in the digital landscape? Reach out to us.