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Cookieless User Identity and Rich Media Ad Targeting Platform Development

oxagile.com

Advertising & marketing

eCommerce

Media

Information technology

Challenges in Cookieless Ad Targeting and System Integration

Need to maintain ad campaign effectiveness amid third-party cookie phase-out while integrating with existing AdTech ecosystems. Key challenges include user identity verification without cookies, cross-site user traceability, frequency capping, and strategic integration with publisher ad servers without compromising data privacy or ad quality.

About the Client

AI-driven ad technology company specializing in data-driven audience targeting and rich media ad solutions

Core Project Goals

Develop cookieless user identity solution for precise audience targeting
Enable cross-platform user traceability while maintaining privacy compliance
Implement strategic ad inventory integration with publisher ecosystems
Enhance rich media ad engagement metrics (CPM/eCPA optimization)
Create scalable contextual targeting capabilities for publishers

System Functionality Requirements

Probabilistic identity matching using device/browser fingerprints
Anonymized first-party data management (hashed emails, login data)
Cross-site frequency capping engine
Contextual content analysis module with ML-driven taxonomy
Publisher audience segmentation dashboard
Header bidding adapter with contextual signal processing
Google Ad Manager direct integration for guaranteed impressions

Technology Stack Requirements

Anonymized data processing frameworks

Hashed email infrastructure

Machine learning algorithms for content classification

Privacy-compliant data storage solutions

Real-time bidding protocol implementations

System Integration Requirements

Google Publisher Tag (GPT)
Prebid.js header bidding framework
Third-party deterministic identity providers
Publisher content management systems
Ad server analytics platforms

Non-Functional Requirements

Horizontal scalability for 10M+ daily impressions
Real-time processing latency <150ms
GDPR/CCPA compliance framework
99.95% system uptime SLA
Multi-tenant architecture for publisher isolation

Expected Business Impact

Enables 30% higher ad engagement through precise cookieless targeting, 25% CPM increase via rich media optimization, and 40% reduction in ad delivery latency. Publishers gain actionable audience insights while maintaining full regulatory compliance, with scalable architecture supporting 500+ concurrent publisher integrations.