What is cookieless tracking?

Cookieless tracking refers to methods of tracking user behavior online without using browser cookies. With increasing privacy regulations and browser restrictions (such as third-party cookie blocking), businesses are turning to alternative tracking techniques. These include:

• Browser fingerprinting, which uses device-specific details (e.g., screen resolution, installed plugins) to create a unique user identifier.
• Server-side tracking, where user interactions are stored on servers rather than in cookies.
• First-party data, where websites rely on data directly collected from users on their own platforms, such as user preferences or login behavior.