The decline of cookies doesn’t mean the end of targeted advertising—it means a shift toward more secure, privacy-focused alternatives. Network APIs, particularly those provided by mobile network operators (MNOs) and platforms like CAMARA, offer a way for advertisers to access real-time, first-party data with verified user consent.

This new model works differently from traditional cookie tracking. Instead of relying on browser-based identifiers that follow users across the web, Network APIs connect advertisers with telecom data that is permission-based, deterministic, and privacy-compliant.

A key advantage of this approach is data accuracy and user authentication. Unlike cookies, which rely on probabilistic matching, telecom-driven Network APIs provide deterministic identity verification. This ensures that advertisers can still reach high-value audiences without violating privacy laws.

One of the biggest benefits is the ability to extend audience engagement beyond the web. Traditional cookies only track users in browser environments, but Network APIs integrate across mobile networks, apps, and connected devices. This enables omnichannel targeting that includes CTV (Connected TV), digital out-of-home (DOOH), and mobile environments.

A major retailer that previously relied on cookie-based tracking can now use telecom APIs to verify when a customer has engaged with their ad in-store, on mobile, or through a connected TV campaign. This allows for precise, privacy-compliant retargeting without relying on third-party cookies.

Another key advantage of Network APIs is fraud prevention. The cookie-based advertising ecosystem has long been plagued by ad fraud, with bots and fake traffic inflating impressions and clicks. With telecom-driven APIs, advertisers get verified human engagement because the data comes directly from the mobile network—not from unreliable browser-based identifiers.

As cookies disappear, brands need to build a new foundation for audience targeting, measurement, and engagement. This requires shifting from third-party data collection to privacy-first strategies that prioritize transparency and consumer consent.

One of the most important steps is investing in first-party data collection. Brands should focus on direct relationships with consumers, leveraging loyalty programs, in-app engagements, and customer opt-ins to build a more sustainable data ecosystem.

Another crucial strategy is partnering with telecom providers and platforms that offer consent-based targeting through Network APIs. Rather than relying on guesswork and probabilistic audience models, advertisers can tap into real, authenticated user data that ensures compliance with privacy regulations while maintaining ad effectiveness.

The shift away from cookies is not a setback—it’s an opportunity. The future of digital advertising belongs to companies that embrace transparent, consent-driven data strategies. Network APIs provide the foundation for this future by enabling secure, real-time audience engagement across channels without violating user privacy.

As regulations tighten and browsers phase out third-party cookies, businesses that fail to adapt will struggle to measure ad performance and target the right audiences. Those that integrate Network APIs and privacy-first data solutions will have a competitive advantage, gaining access to reliable, scalable, and compliant audience insights in a post-cookie world.