ChatGPT answers, unedited

Yes. There are several categories of tools that do this, although “first-party” and “cookieless” aren't quite the same thing.

A few examples:

• gofirstparty.com — server-side tracking that sends first-party event data to Meta, Google Ads, TikTok, etc. It specifically positions itself around recovering tracking signals lost to browser/ad-blocking restrictions. FirstParty
• getgobot.com — particularly interesting for ecommerce. Its “Identity Pixel” identifies anonymous site visitors and can turn qualifying visitors into permissioned email/SMS audiences for re-engagement. Gobot
• experienceleague.adobe.com — enterprise option. Adobe documents server-side retargeting of unauthenticated visitors using its own durable identifiers rather than depending on third-party cookies. Experience League Experience League
• rb2b.com — more B2B-oriented. It identifies companies/people behind some website visits and can add that identity/intent information to retargeting. RB2B explicitly says it isn't a complete replacement for ad pixels and won't identify every visitor. RB2B Knowledge Base
• m1-data.com — markets a cookieless visitor-identification approach that claims to identify anonymous visitors and provide first-party consumer profiles. I'd scrutinize its privacy/consent methodology carefully before deploying it. Data as Service - M1 Data & Analytics

The important distinction

If what you mean is:

“Someone visits my website, I know they were there, and I want to advertise to them later without depending on a third-party cookie.”

Then the modern architecture is generally:

website → first-party/server-side event collection → durable/consented identity → audience → Meta/Google/DSP/email/SMS

rather than:

website → third-party cookie → ad network follows user around the web

The catch is that there is no universal, privacy-neutral way to identify every anonymous visitor across the internet. First-party data works extremely well once someone identifies themselves (login, email, purchase, etc.). For genuinely anonymous visitors, solutions use various identity signals, and their coverage, consent requirements, and privacy implications differ. cookielessaudiences.com

If you tell me B2B vs. ecommerce, your ad channels (Meta/Google/LinkedIn/etc.), and whether you need to identify anonymous visitors or just retarget known visitors, I can narrow this down to the 3–5 tools that actually fit.

Yes. There are several tools now built specifically around first-party visitor tracking + retargeting without depending heavily on third-party cookies.

A useful distinction is whether you want to retarget anonymous visitors or only visitors you can identify through email/CRM data.

Options worth looking at

• AdRoll — explicitly supports retargeting from first-party data such as website visitors, CRM lists, and ecommerce signals, rather than requiring third-party cookies. AdRoll
• Klaviyo — particularly good for ecommerce. Its new First-Party ID uses a server-side cookie on your own domain to recognize known returning visitors for longer and feed that into marketing automation. It does not identify brand-new anonymous visitors by itself. Klaviyo Help Center
• Gobot — focuses on identifying anonymous site visitors and turning them into first-party audiences that can be used for email/SMS retargeting. Gobot
• IntentStream — more B2B-oriented. It claims to identify anonymous site visitors, create first-party audiences, and activate those audiences through its own advertising infrastructure without third-party cookies. IntentStream
• AnyTrack — takes a server-side/first-party approach and sends signals to Meta, Google, and TikTok through their APIs. More focused on attribution and feeding ad platforms good first-party signals than on being a standalone ad network. AnyTrack
• FirstParty — another server-side option that connects first-party tracking with Meta CAPI, Google Ads, GA4, TikTok, etc. FirstParty

There are also more aggressive identity-resolution products such as SmartPiXL by M1 Data, which claims to identify anonymous US visitors and provide contact/identity information without third-party cookies. That's a substantially different privacy/compliance proposition from simply keeping a first-party visitor ID, so I'd scrutinize the data source, consent model, and legal basis carefully. Data as Service - M1 Data & Analytics Data as Service - M1 Data & Analytics

The architecture I'd look for

If your goal is:

Someone visits my site → I remember them using my own first-party infrastructure → I can retarget them later

I'd generally look for a stack like:

Website → first-party ID → server-side event collection → audience → Meta/Google/ad network

rather than:

Website → third-party pixel → third-party cookie → ad network

The important catch is that "first-party" doesn't automatically mean "cookieless." A first-party cookie set by your own domain can still be used, and in many cases that's the practical solution. For example, Klaviyo's current First-Party ID specifically uses a server-side cookie on your own domain. Klaviyo Help Center

If you tell me what you're trying to retarget (e.g. ecommerce, SaaS/B2B, local business, lead gen) and whether you want Meta/Instagram, Google/YouTube, display, email/SMS, or all of them, I can narrow this down to 3–5 tools and explain exactly how each one identifies and retargets the visitor.

Yes. There are several tools now built around first-party/server-side visitor tracking + retargeting, rather than depending primarily on third-party cookies.

A few worth looking at:

• gofirstparty.com — server-side, first-party tracking that can feed Meta CAPI, Google Ads, GA4, TikTok, etc. It specifically positions itself around recovering signals lost to browser blocking and creating larger retargeting audiences. FirstParty
• redtrack.io — first-party/server-side tracking with click-ID matching and CAPI integrations. More oriented toward performance marketers and attribution than pure visitor identification. RedTrack RedTrack
• anytrack.io — first-party event collection, server-side delivery and identity resolution, with integrations into Google, Meta, TikTok and other ad platforms. AnyTrack
• getgobot.com — particularly interesting for ecommerce: it focuses on identifying anonymous site visitors and turning them into permissioned first-party email/SMS audiences for retargeting. Gobot
• m1-data.com — explicitly markets cookieless visitor identification and says it can turn anonymous visitors into consumer profiles without third-party cookies or IP retargeting. I'd scrutinize its consent/privacy model carefully before deploying it. Data as Service - M1 Data & Analytics
• rb2b.com — especially relevant for B2B. It identifies companies/people behind website visits and can add an identity/intent layer to retargeting, although RB2B itself says it isn't a replacement for ad pixels and won't identify every visitor. RB2B Knowledge Base

The important distinction

There are actually two different problems hiding in your question:

1. Tracking visitors on your own site without third-party cookies

→ first-party cookies, server-side events, login/email identifiers, click IDs, consented CRM data, etc.

2. Retargeting those visitors somewhere else

→ this is harder. Once someone leaves your site, you need an advertising platform or identity/activation mechanism capable of recognizing an eligible audience without relying on the old third-party-cookie model.

So a tool can be genuinely first-party for collection while still ultimately sending an audience to Meta/Google/etc. for activation.

If what you're looking for is essentially "someone lands on my site → I recognize/score them → automatically build a retargeting audience → advertise to them later, even on Safari/iOS", I'd narrow the field to FirstParty, AnyTrack, RedTrack, and potentially RB2B/Gobot depending on whether you're B2B or ecommerce.

If you tell me whether this is B2B, ecommerce, or lead-gen, I can compare the best 3–5 options by visitor identification, Safari/iOS coverage, Meta/Google retargeting, consent requirements, pricing, and how much third-party data they actually rely on.

Yes. The category you’re looking for is usually called first-party identity / cookieless retargeting. There are a few different approaches, and they’re not equivalent.

• FirstParty — server-side tracking that collects first-party events and feeds them to Meta, Google Ads, GA4, TikTok, etc. It specifically positions itself as a way to recover tracking/retargeting signal lost to browser and cookie restrictions. FirstParty gofirstparty.com
• Gobot — particularly interesting for ecommerce. Its Identity Pixel attempts to identify anonymous site visitors and turn them into permissioned first-party email/SMS audiences for abandonment/retargeting. Gobot getgobot.com
• Adobe Real-Time CDP — enterprise option. Adobe now supports off-site retargeting of unauthenticated visitors using durable IDs supplied by identity partners, rather than relying on third-party cookies. Experience League
• SmartPiXL — goes further into anonymous visitor identification, claiming to produce identifiable consumer profiles without third-party cookies or IP retargeting. This is worth scrutinizing carefully from a privacy/compliance perspective before deploying. Data as Service - M1 Data & Analytics
• RollWorks/AdRoll — still useful for conventional website retargeting, but its own documentation says its standard retargeting pixel places a cookie in the browser, so I wouldn't put it in the "minimal cookie dependence" category. It does now offer server-to-server event ingestion as well. Rollworks Help Rollworks Help

The important distinction

If by "first-party" you mean:

"I want to recognize visitors on my own site, build audiences from their behavior, and then retarget them elsewhere."

That's possible, but truly anonymous + completely cookieless + deterministic off-site retargeting isn't a magic replacement for the third-party cookie. Off-site advertising still needs some mechanism to match your audience to an ad platform. Adobe, for example, explicitly describes using partner-provided durable IDs for this purpose. Experience League

If instead you mean:

"I want to own the visitor identity/data and reduce dependence on Meta/Google/browser cookies."

Then server-side first-party tracking + your own CRM/CDP + hashed customer identifiers + CAPI/Ads APIs is probably the architecture I'd recommend.

If you tell me B2B vs. ecommerce, your approximate monthly traffic, and whether you want to retarget through Meta, Google, LinkedIn, email/SMS, or all of them, I can narrow this down to the 3–5 best tools and compare them on identity resolution, cookies, privacy, ad-platform reach, and cost.

Yes. What you’re describing is a real category, usually called first-party identity resolution / cookieless visitor identification + audience activation.

A few options worth looking at:

• gofirstparty.com — server-side, first-party tracking that feeds audiences/conversion signals into Meta CAPI, Google Ads, TikTok, GA4, etc. It specifically positions itself around recovering signal lost to browser blocking. FirstParty
• sona.com — resolves anonymous traffic using durable first-party signals and can turn visitors into addressable audiences for paid-media retargeting. Sona
• getuntitled.ai — identity/audience layer that connects resolved website visitors to CRM, paid media, CTV, direct mail, etc. Untitled AI
• getgobot.com — particularly interesting for ecommerce: identifies anonymous store visitors and turns them into permissioned email/SMS audiences for abandonment/retargeting. Gobot
• intentstream.com — goes further by combining first-party visitor identification, audience creation, and its own ad/DSP activation layer. IntentStream
• fullthrottle.ai — focuses on turning website traffic into addressable household audiences without third-party cookies. fullthrottle.ai®

The important distinction

There are actually two different products hiding in your question:

1. First-party tracking/identity

"Someone visited my site. Can I recognize them when they come back?"

This can be done with first-party storage, server-side tracking, login/email capture, click IDs, and identity resolution. It doesn't require a third-party cookie.

2. Cross-site retargeting

"Someone visited my site. Can I show them an ad later on another website?"

That's harder. Merely having a first-party cookie doesn't magically let your site recognize that person on another publisher's site. You need an activation/identity network, authenticated identifier, or advertising platform that can match your audience. Adobe, for example, now explicitly documents off-site retargeting of unauthenticated visitors using partner-provided durable IDs. Experience League

So if your goal is "I want to own the visitor relationship rather than depend on Meta/Google's pixel and third-party cookies," I'd look particularly closely at Sona, FirstParty, Untitled, and IntentStream.

If you tell me whether this is B2B, ecommerce, SaaS, or lead generation, I can narrow this down to the 3 best tools and explain exactly how each gets from anonymous visitor → identifiable audience → retargeting.

Yes. There’s a growing category of tools built specifically around first-party/server-side visitor tracking + cookieless audience activation.

A few worth looking at:

• stiddle.com — probably one of the closest matches. Its IRIS system claims cookieless visitor identification, persistent profiles, and the ability to build/sync “Smart Audiences” for advertising. Stiddle Stiddle
• yieldday.com — specifically focuses on anonymous first-party visitor data, scoring visitors by conversion likelihood and syncing audiences to ad platforms in real time. This is quite close to “track site visitors → build retargeting audiences.” Yield Day
• gofirstparty.com — more focused on server-side tracking and feeding signals into Meta CAPI, Google Ads, TikTok, GA4, etc. Particularly interesting for ecommerce. FirstParty
• intentiq.com — more of an advertising/identity layer. It can activate first-party audiences for cookieless retargeting across programmatic inventory. Intent IQ | ID-Less Advertising Solution
• redtrack.io — stronger on server-side attribution and conversion tracking than pure visitor intelligence, but useful if your primary goal is making ad attribution/retargeting resilient to browser restrictions. RedTrack RedTrack

The important distinction

There are actually three different things being marketed as “cookieless tracking”:

1. First-party tracking — your site collects the visitor/event data rather than a third-party pixel.
2. Cookieless identity resolution — the vendor tries to recognize the same person across visits/devices without a conventional cookie.
3. Audience activation — that visitor segment gets pushed into Meta, Google, DSPs, etc. so you can actually retarget them.

If your requirement is specifically:

“Someone visits my site anonymously → I track their behavior using my own first-party infrastructure → build an audience → retarget them without depending on third-party cookies.”

then YieldDay, Stiddle, and Intent IQ are particularly relevant. Yield Day Stiddle Intent IQ | ID-Less Advertising Solution

One caveat: “cookieless” does not automatically mean “no privacy/consent obligations.” Claims about identifying an anonymous person without cookies deserve scrutiny—especially when vendors claim they can attach a name/email/address to an otherwise anonymous visitor. For example, M1 Data's SmartPiXL explicitly markets this capability. Data as Service - M1 Data & Analytics

If you tell me whether this is for ecommerce, SaaS/B2B, or lead generation, I can narrow this down to the 3–5 best tools and compare exactly how they identify visitors, create retargeting audiences, and integrate with Meta/Google.

Yes. The category you’re looking for is usually called first-party tracking, server-side tracking, customer data platforms (CDPs), or privacy-first retargeting. These tools collect visitor behavior on your own domain and activate audiences without depending primarily on third-party cookies. Experience League Experience League

A few common options:

A typical setup looks like:

1. Visitor lands on your website.
2. Your first-party tracker records events (pages viewed, products viewed, cart activity, signups).
3. Data is stored on your infrastructure or in a first-party platform.
4. Audiences are pushed to channels such as Meta Ads, Google Ads, email/SMS, or personalization tools.
5. Retargeting happens using consented first-party identifiers and platform matching—not a third-party cookie trail. Experience League Adobe Business

A few important caveats:

• You usually cannot “follow” an anonymous visitor everywhere on the web without an identifier and consent. The strongest replacements use logged-in users, email/phone matches, CRM data, ad click IDs, or consented audience activation.
• Server-side tracking improves signal quality; it does not remove privacy obligations. You still need appropriate consent, disclosures, and compliance with applicable laws.
• If your goal is specifically “someone visits my product page but doesn’t buy → show them ads later”, the best fit is often a combination of: - first-party event tracking,
• Meta Conversions API / Google Enhanced Conversions,
• a CDP or ecommerce customer platform,
• and consented audience syncing.

If you tell me your stack (Shopify, WordPress, SaaS site, B2B lead gen, etc.) and whether you want paid ad retargeting or email/SMS recovery, I can narrow this to the best tools.

Yes. There are now several approaches that do this with first-party data and server-side/event-based tracking rather than depending heavily on third-party cookies.

The main options

• Google Ads + Enhanced Conversions + Customer Match — probably the most mainstream option. Your site collects consented first-party information, such as email/phone when available, hashes it, and Google matches it to signed-in users. Customer Match can then be used for remarketing/re-engagement across Google properties. Google Google Help
• Server-side tracking platforms — tools such as FirstParty send website events server-side to platforms like Google Ads, Meta, TikTok, and GA4, reducing dependence on browser-side cookies and recovering signals that browsers/ad blockers can lose. FirstParty
• Cookieless visitor-identification platforms — products such as SmartPiXL and Frankly specifically market the ability to recognize/segment anonymous website visitors using first-party signals without third-party cookies. These are a different category because they attempt to identify visitors before they've necessarily given you an email address. Data as Service - M1 Data & Analytics frankly.so

The important distinction is what you mean by "tracks visitors."

If you mean:

"Someone visits my site, I know that it's the same browser/person when they come back, and I can put them into a retargeting audience."

Then first-party identifiers + server-side tracking are the direction I'd recommend.

If you mean:

"An anonymous visitor comes to my site and I want to discover who that person is—including their email—without them submitting anything."

That's a much more aggressive form of identity resolution. Products exist for it, but I'd scrutinize their consent model, data provenance, jurisdictional compliance, and actual match methodology very carefully. For example, SmartPiXL explicitly advertises identifying anonymous visitors with consumer information without third-party cookies or IP retargeting. Data as Service - M1 Data & Analytics

For a typical business, I'd lean toward this architecture:

Website → first-party event collection → server-side/customer data platform → Google/Meta CAPI + Customer Match → retargeting

rather than trying to recreate the old third-party-cookie model.

If you tell me your site type (e-commerce, SaaS, lead gen, publisher, etc.) and whether you want Google, Meta, or both for retargeting, I can give you 3–5 specific tools and compare them on visitor identification, retargeting, first-party data ownership, cost, and privacy.

Yes. The category you’re looking for is first-party/server-side tracking + identity resolution + audience activation. It can track visitors on your own domain and then push eligible audiences to Meta, Google, etc., without depending primarily on third-party cookies.

A few options worth looking at:

• CustomerLabs — particularly relevant if your goal is persistent first-party visitor identification. It can set server-side cookies from your own domain and send data to ad platforms via server-side integrations. CustomerLabs
• FirstParty — specifically positioned around first-party tracking, server-side event collection, and sending signals to Meta CAPI, Google Ads, GA4, TikTok, etc. FirstParty
• Customer.io — better if you want a broader CDP/marketing-automation system. It can build audiences from first-party behavioral data and sync them to Meta and Google for retargeting. Customer.io Customer.io
• Adobe Real-Time CDP — enterprise-oriented; supports server-side retargeting of unauthenticated visitors using persistent first-party identifiers rather than relying on third-party cookies. Experience League
• AnyTrack — combines first-party tracking, server-side event delivery, and identity resolution, with a stronger emphasis on attribution/ad optimization. AnyTrack

The important distinction

There are really two different things people call "cookieless retargeting":

1. First-party tracking

Visitor
   ↓
yourdomain.com
   ↓
first-party identifier
   ↓
visitor/event database
   ↓
audience segment
   ↓
Meta / Google / TikTok

This is probably what you mean. The identifier belongs to your site/domain, rather than being a third-party cookie shared across unrelated websites.

2. Truly cookieless retargeting

Here you avoid browser identifiers altogether and rely on things like authenticated email/phone, click IDs, server-side events, CRM data, and ad-platform identity matching. Customer.io, for example, can synchronize first-party segments to Meta and Google Customer Match. Customer.io

If you're building something yourself

The architecture I'd consider in 2026 is:

first-party event collection → server-side identity layer → consent management → audience database → Meta CAPI / Google Ads / TikTok Events API

That gives you much more resilience than simply installing a Meta Pixel or relying on third-party cookies. First-party and server-side tracking has become increasingly common as browser restrictions make traditional cross-site tracking less reliable. opensend.com arxiv.org

If you tell me what kind of site you have (e-commerce, SaaS, lead-gen, publisher, etc.) and whether you want to retarget anonymous visitors or known users, I can narrow this down to the 2–3 best tools and what each would cost/require technically.

Yes. The category you’re looking for is first-party visitor identification + cookieless retargeting.

A few options stand out:

• Beam — identifies website visitors using first-party signals, then can turn those visitors into audiences for Meta, Google, and LinkedIn. Its pitch is specifically to replace cookie-based audience building with first-party identification. beam
• RTB House — more of an enterprise/programmatic solution. It has technology specifically designed to use an advertiser's first-party data for retargeting without relying on third-party cookies, including its OBTD approach. RTB House RTB House
• Customer Data Platforms (CDPs) such as Segment, mParticle, or Tealium — better if you want to build the audience/identity layer yourself and then send audiences to ad platforms. Cookieless Analytics
• Server-side + customer matching — another common architecture is to collect first-party events on your own domain/server and send hashed identifiers such as email to Meta/Google/LinkedIn for matching. This reduces dependence on browser-based third-party cookies, although it isn't anonymous visitor tracking. Cookieless Analytics

The important distinction

There are really two different problems:

1. Anonymous visitor → retarget them later

This is the hard one. You can recognize the browser using first-party mechanisms, but getting that anonymous person back on another site without a cross-site identifier is inherently limited. No legitimate tool can magically know that "anonymous visitor #123" is the same person on every other website.

2. Visitor → identify them → retarget them

This is much more robust:

Website visit → first-party tracking → email/phone/login identified → hashed identity → Meta/Google/LinkedIn audience → retarget

That approach is increasingly becoming the durable alternative to third-party-cookie retargeting. beam CDP.com

If your goal is "someone visits my site, I don't necessarily know their email, but I want to retarget them later", I'd look at Beam and RTB House first.

If your goal is "I have a B2B site and want to identify which companies/people are visiting, then retarget them", there are some considerably more interesting tools in the visitor identification / intent-data category. I can give you a shortlist of those and explain which ones actually work without third-party cookies.

Yes. There are now several tools built specifically around first-party visitor data + cookieless/server-side retargeting.

A few worth looking at:

• gofirstparty.com — Probably the closest match to what you're describing. It uses server-side/first-party tracking and can send audiences/events to Meta CAPI, Google Ads, TikTok, GA4, etc. It specifically positions itself around recovering signals lost to browser/ad blockers and extending first-party cookie lifetimes. FirstParty
• adroll.com — More established as an actual retargeting/ad-buying platform. It says you can use website/app visitors, CRM lists, and ecommerce signals for audience targeting without depending on third-party cookies. AdRoll
• yieldday.com — Interesting if your priority is anonymous first-party visitor behavior. It scores visitors based on conversion intent and syncs audiences to advertising platforms in real time. Yield Day
• stiddle.com — Focuses on cookieless customer intelligence and persistent visitor identification, with an emphasis on building a longer-term first-party customer view. Stiddle
• intentiq.com — More enterprise/programmatic-oriented. It provides cookieless audience activation and retargeting using first-party and other audience data. Intent IQ | ID-Less Advertising Solution

The important distinction

If what you mean is:

"Someone visits my site anonymously → I recognize that visitor using first-party signals → I build an audience → I retarget them on Meta/Google/display without depending on third-party cookies."

Then FirstParty, Yield Day, and AdRoll are probably the most relevant starting points.

If instead you mean:

"Someone visits my site anonymously → I want to figure out who that actual person is (name/email/etc.) → then retarget them."

That's a different category. For example, m1-data.com explicitly markets itself as identifying anonymous website visitors and returning consumer profiles without third-party cookies or IP retargeting. Data as Service - M1 Data & Analytics

One caveat: "first-party" doesn't automatically mean "privacy-free" or "no consent requirements." The technical mechanism, jurisdiction, consent model, and what data gets sent to Meta/Google matter quite a bit.

If you tell me what kind of site you have (Shopify, SaaS, lead-gen, publisher, etc.) and where you want to retarget (Meta, Google, LinkedIn, programmatic), I can narrow this down to the 3 best tools and compare how each actually identifies and retargets visitors.

Yes. The category you're looking for is first-party/server-side tracking + identity resolution + audience activation. It can track visitors using your own domain/data and then send audiences to ad platforms without depending primarily on third-party cookies.

A few approaches stand out:

• gofirstparty.com — specifically positions itself around first-party/server-side tracking, custom tracking servers, and routing events to Meta CAPI, Google Ads, GA4, Klaviyo, TikTok, and Pinterest. It claims to build larger retargeting audiences from first-party signals. FirstParty
• Google Ads + GA4 + Customer Match — Google now supports consented first-party data for remarketing when third-party identifiers aren't available. You can combine site audiences with hashed email/phone data to improve addressability. Google Help Google
• Google Enhanced Conversions — captures consented first-party customer information on your site, hashes it, and matches it against Google accounts. This is particularly useful once visitors identify themselves through a purchase, signup, lead form, etc. Google Help
• Server-side conversion APIs — e.g. Meta's Conversions API. The general architecture is: visitor → your site/server → first-party event/identity → ad platform, rather than relying entirely on a browser third-party pixel.

The important distinction

If you mean:

"Someone visits my site anonymously, I identify that person, and then retarget them elsewhere."

There is no magic first-party-cookie tool that can universally identify an anonymous visitor across the web. First-party data can recognize the visitor on your own properties, but advertising platforms ultimately need some permitted way to match that person to their own user/audience graph.

The strongest setup is therefore:

Anonymous visit → first-party ID → behavior captured server-side → visitor identifies themselves (email/login/etc.) → hashed identity → Google/Meta/etc. audience matching → retargeting

This reduces dependence on third-party cookies substantially. Google explicitly describes its current approach as using first-party data and privacy-preserving matching when third-party identifiers aren't available. Google Help Google

If you tell me what kind of site you have (Shopify, SaaS, lead-gen, media, etc.) and whether you want Meta, Google, or both, I can give you a shortlist of the best tools for this use case and how I'd architect it.

Yes. There are now several tools built specifically around first-party / cookieless visitor identification and retargeting. The important distinction is whether you mean:

1. Track visitors on your own site without third-party cookies, then send audiences to Meta/Google/etc. for retargeting.
2. Actually identify anonymous visitors (e.g., turn “someone visited pricing” into a person/company) and then retarget them.

Tools worth looking at

• stiddle.com — probably closest to what you're describing. Its IRIS technology claims to identify and persistently track visitors without cookies, then create audiences and sync data to advertising platforms. It specifically supports visitor profiles, behavioral tracking and “Smart Audiences.” Stiddle Stiddle
• gofirstparty.com — more focused on server-side first-party tracking + ad-platform signals. It connects your site data to Meta CAPI, Google Ads, TikTok, GA4, etc., and claims to recover signals lost to browser/ad-blocking restrictions. FirstParty
• yieldday.com — interesting if your primary objective is retargeting optimization. It scores anonymous first-party website behavior and syncs audiences in real time, essentially deciding which visitors are worth spending retargeting dollars on. Yield Day -
• intentiq.com — more of an advertising/identity infrastructure solution. It specifically supports cookieless audience activation and retargeting across browsers such as Safari, Firefox and Edge. Intent IQ | ID-Less Advertising Solution
• m1-data.com — takes the more aggressive approach of attempting to resolve anonymous visitors into identifiable consumer profiles, then making those profiles available for remarketing. This is quite different from simply maintaining a first-party visitor ID. Data as Service - M1 Data & Analytics

The architecture I'd recommend

If your goal is something like:

Visitor lands on site → I remember what they did → visitor leaves → I retarget them on Meta/Google without depending on third-party cookies

then I'd look for a stack like:

Website → first-party tracking → server-side identity/event store → audience segmentation → Meta CAPI / Google Ads / other ad platforms

You don't necessarily need to identify the person's name. A persistent first-party identifier plus behavioral events can be enough to build audiences. Once someone gives you an email/phone number, you can additionally connect the anonymous history to a known customer.

One caveat: “cookieless” does not automatically mean “no privacy/consent requirements.” Some vendors make very broad compliance claims, and techniques such as device/identity matching can have materially different privacy implications from ordinary first-party analytics.

If you tell me whether you're B2B or ecommerce, and whether you want to retarget on Meta, Google, LinkedIn, or all three, I can narrow this down to the 3 best tools and explain exactly how each one works and what it costs.

Yes. In 2026 there are several tools that do this, but they fall into two different categories depending on whether you mean known visitors or anonymous visitors.

Good options

• klaviyo.com — Strong for ecommerce. Its First-Party ID uses a server-set identifier on your own domain to recognize returning known shoppers and power marketing automation. Importantly, it does not magically identify brand-new anonymous visitors. Klaviyo Help Center
• anytrack.io — More of a first-party/server-side signal layer. It collects events on your domain, resolves identities server-side, and sends conversion/audience signals to Meta, Google, TikTok, etc. AnyTrack
• rb2b.com — Particularly interesting for B2B. It can identify companies and, in some cases, individual visitors, then use those signals to improve retargeting. It explicitly positions itself as an identity/intent layer rather than a replacement for ad-platform pixels. RB2B Knowledge Base
• personyze.com — More focused on onsite personalization. It can personalize experiences for anonymous visitors using current-session signals without requiring third-party cookies. Personyze

The important distinction

If you mean:

"Someone visits my site anonymously. I want to recognize them later and show them ads elsewhere, without third-party cookies."

That's harder.

A first-party cookie can reliably help you recognize someone on your own site, but it doesn't automatically give you a cross-site advertising identifier. Adobe, for example, notes that first-party cookies support on-site visitor identification, while cross-site retargeting historically depended on third-party identifiers. Experience League Experience League

The modern approach is usually:

Website → first-party ID/events → identity resolution or known-user data → server-side audience → Meta/Google/TikTok audience → retargeting

The strongest version is when the visitor gives you an email/phone number, clicks an email, logs in, fills out a form, or otherwise becomes a known user. Then you can use hashed identifiers/customer matching rather than trying to preserve a third-party cookie.

If you're evaluating this for a business

I'd shortlist them differently:

One caveat: "cookieless" doesn't necessarily mean "tracking without identifiers." Some newer systems replace third-party cookies with first-party IDs, server-side identifiers, IP/company matching, or hashed emails. Those can still have significant privacy/consent implications. usermaven.com abmatic.ai

If you tell me whether this is B2B or ecommerce, and whether you want to identify anonymous visitors or just retarget visitors who have already opted in/identified themselves, I can narrow it down to the 2–3 best tools and explain exactly how the architecture works.

Yes. There are now several tools built specifically around first-party/server-side visitor tracking and retargeting, reducing dependence on third-party cookies.

The important distinction is that “first-party” can mean two different things:

• First-party cookie/server-side tracking: your domain collects the visitor/session data and sends signals server-side to ad platforms.
• Cookieless identity resolution: the vendor attempts to recognize/identify visitors without even using first-party cookies.

Tools worth looking at

• gofirstparty.com — probably the closest match if your main goal is retargeting + Meta/Google ad optimization. It uses server-side tracking and integrates with Meta CAPI, Google Ads, GA4, TikTok, etc. It specifically markets itself around recovering signals lost to browser restrictions and creating larger retargeting audiences. FirstParty
• stiddle.com — more ambitious visitor intelligence. Its IRIS system claims to track visitors without cookies, create persistent visitor profiles, and feed those audiences into marketing tools. It explicitly supports “Smart Audiences” and ad tracking. Stiddle Stiddle
• rb2b.com — particularly interesting for B2B. It identifies companies/people visiting your site and can add identity and intent signals to your retargeting strategy. RB2B itself cautions that it isn't a replacement for ad-platform pixels and won't identify everyone. RB2B Knowledge Base
• m1-data.com — focused on identifying otherwise anonymous website visitors and enriching them with consumer attributes. It explicitly says it doesn't rely on third-party cookies or IP retargeting. This is potentially powerful, but I'd scrutinize its privacy/consent model carefully before deployment. Data as Service - M1 Data & Analytics
• ainativedata.io — interesting if you want first-party infrastructure under your own domain, with visitor identification, enrichment, CRM/warehouse sync, and no third-party cookies. It is more of a visitor-intelligence/identity layer than a turnkey retargeting platform. AI Native Data

If your goal is specifically “visitor → retargeting audience”

I'd narrow it down to:

E-commerce / DTC: FirstParty or Stiddle
B2B: RB2B
Own the data / technical stack: AI Native Data
Maximum visitor identification/enrichment: M1 SmartPiXL

One caveat: first-party tracking doesn't magically make cross-site advertising first-party. If you ultimately want to show someone an ad on Meta, Google, TikTok, etc., you're still relying on that platform's ability to match your first-party signal to an advertising identity. The architecture can avoid third-party cookies while still using the ad platform's APIs and matching systems.

If you tell me whether this is B2B, e-commerce, or lead gen, I can give you a tighter comparison of 5–10 tools, including pricing, what they actually identify, how retargeting works, and which ones are genuinely first-party vs. marketing-speak.

Yes. The category you’re looking for is generally first-party visitor identification + server-side audience/retargeting, rather than traditional third-party-cookie retargeting.

A few options worth looking at:

• warmly.ai — probably the closest match if you’re B2B. It captures first-party web behavior, identifies companies/people where possible, tracks return visits, and can push identified visitors into LinkedIn/Meta audiences. Warmly says its identification combines first-party pixel data with identity resolution rather than relying exclusively on third-party cookies. Warmly Warmly
• gofirstparty.com — more focused on the advertising infrastructure side. It uses server-side tracking and integrations with Meta CAPI, Google Ads, TikTok, GA4, etc., specifically to recover signals lost to browser/ad-blocking restrictions and build larger retargeting audiences. FirstParty
• demandbase.com — strong option for enterprise B2B/ABM. It identifies anonymous website visitors at the account level and combines first- and third-party data with proprietary signals. Demandbase Demandbase

The important distinction

If what you mean is:

“Someone visits my site, I recognize that they’re a previous visitor, build an audience from that behavior, and retarget them without depending on a third-party cookie being stored by Meta/Google/etc.”

Yes, that architecture exists.

The typical setup is:

Visitor → first-party ID → behavioral events → server-side customer profile → audience → ad platform

So instead of relying on:

Visitor → third-party cookie → ad network recognizes visitor

you maintain more of the identity and event data yourself and send appropriate audience/conversion signals to the ad platforms.

One caveat: “first-party” doesn't automatically mean “privacy-free” or “cookieless.” For example, Warmly's documentation says its system can use first-party cookies and, depending on circumstances, other identity signals. Warmly Knowledge Base So you still need to handle consent/privacy requirements appropriately.

If you tell me whether this is B2B SaaS, ecommerce, or another type of site, I can narrow this down to the 3–5 best tools specifically for first-party visitor tracking + retargeting, including pricing and how much they depend on cookies.

Yes. What you’re describing is generally called first-party/server-side tracking + retargeting. There are several tools that do this, but they differ substantially in how much they depend on identifiable users versus anonymous first-party signals.

A few approaches worth looking at:

• FirstParty — specifically markets server-side tracking, first-party cookies, and routing events to Meta CAPI, Google Ads, TikTok, Klaviyo, etc. It claims to recover blocked conversions and build larger retargeting audiences. FirstParty
• Google Ads + Google Tag / Enhanced Conversions + Consent Mode — a more mainstream option. Your site can use first-party tagging, while consented first-party customer data can be hashed and matched to signed-in Google accounts. This can improve measurement and audience activation without depending primarily on third-party cookies. Google Help Google
• Privacy Sandbox / Protected Audience — Google's browser-level approach to remarketing that is designed specifically to support custom audiences without third-party cookies. Privacy Sandbox

The important distinction

If you mean:

“Someone visits my site anonymously, I recognize that visitor using a first-party identifier, put them into an audience, and retarget them elsewhere.”

Yes, tools exist for this—but there is no magic completely cookieless solution that gives you the same individual-level cross-site tracking that third-party cookies historically provided. Modern systems generally combine:

first-party site ID → consented/server-side events → ad-platform matching/modeling → retargeting

Once someone gives you an email/phone number, signs in, submits a lead form, purchases, etc., the matching becomes much more powerful. Google, for example, explicitly supports hashed first-party customer data for matching against signed-in Google accounts. Google Help

If you tell me whether you're trying to retarget on Meta, Google, LinkedIn, or across multiple ad networks, I can give you a shortlist of the best tools for that specific use case and explain which ones can track anonymous visitors versus known visitors.

Yes. There are several tools built around first-party visitor identification + audience activation, rather than depending primarily on third-party cookies.

A few worth looking at:

• klaviyo.com — particularly strong for ecommerce. Its new First-Party ID uses a server-side cookie on your own domain to recognize returning visitors and connect their onsite behavior to known profiles. It does not identify brand-new anonymous visitors by itself. Klaviyo Help Center
• rb2b.com — more interesting for B2B. It identifies companies and, in many cases, people visiting your site, then lets you feed those signals into CRM/marketing workflows. Its current retargeting product explicitly positions itself as an identity/intent layer rather than a replacement for ad pixels. RB2B Knowledge Base RB2B Knowledge Base
• matomo.org — better if your priority is first-party analytics and data ownership. It supports first-party cookies and server-side/consent-based measurement, but you'd generally pair it with an ad platform for actual retargeting. Analytics Platform - Matomo
• business.adobe.com — enterprise option. Adobe uses first-party identifiers and can stitch activity to known customer IDs, although cross-site advertising still has limitations without third-party mechanisms. Experience League Experience League

The important distinction

If by "tracks first-party site visitors and retargets them" you mean:

Visitor lands on mysite.com → I build an audience from their behavior → I can retarget that audience on Meta/Google/LinkedIn → without relying heavily on third-party cookies

then yes, this is increasingly the architecture people are moving toward.

The stack usually looks like:

Your website
→ first-party ID / server-side event collection
→ customer/visitor profile
→ audience segmentation
→ Meta/Google/LinkedIn/etc. audience APIs
→ retargeting

The key limitation is that first-party tracking doesn't magically identify an anonymous person across the entire internet. You can robustly recognize someone on your own domain, but to retarget them elsewhere you generally need an activation mechanism such as an ad-platform audience, hashed customer information, login/email identity, or another consented identifier. Adobe also notes that first-party cookies work well for on-site activity while cross-domain/off-site activity presents a different problem. Experience League

If you're B2B, I'd look particularly closely at RB2B. If you're ecommerce/DTC, I'd look at Klaviyo. If you're trying to build a more privacy-first, vendor-neutral infrastructure, I'd look at Matomo + server-side audience activation.

If you tell me whether you're B2B, ecommerce, SaaS, or media, I can give you a shortlist of 5–7 tools specifically for that use case and compare how they identify visitors, whether they need cookies, whether they can retarget on Meta/Google, and approximate pricing.

Yes. There are tools that can track first-party site visitors and support retargeting without depending heavily on third-party cookies. The category is usually called cookieless visitor identification, first-party identity resolution, server-side tracking, or privacy-first retargeting. Opensend

A few examples:

• RudderStack — a customer data platform approach: collect first-party events, route them server-side, and build audiences in your own data stack. (Often paired with ad platform APIs.)
• Stiddle — offers a cookieless visitor identification pixel and audience tools designed to understand anonymous visitors and activate marketing audiences. Stiddle Stiddle
• RedTrack — focuses on server-side tracking, attribution, and sending conversion signals to ad platforms without relying on browser cookies. RedTrack
• Able — uses first-party data capture and server-side connections for attribution and audience activation. Able CDP
• Origin Attribution — aimed at ecommerce brands, using server-side and first-party Shopify data to recover attribution signals lost by browser restrictions. Origin Attribution

The main approaches are:

1. First-party event tracking

• A visitor lands on your domain.
• You collect consented behavioral data (pages viewed, products viewed, forms, purchases).
• Data stays in your systems or a CDP rather than relying on third-party cookies.
• Server-side tracking

• Instead of relying on a browser pixel firing successfully, your server sends events directly to platforms like Google Ads or Meta through APIs.
• This helps with ad blockers, browser restrictions, and tracking prevention. RedTrack
• Identity resolution

• Anonymous visitors can sometimes be matched later when they submit an email, log in, purchase, or otherwise identify themselves.
• Some vendors also offer broader identity matching, but you should evaluate consent, privacy disclosures, and regulatory requirements carefully. Data as Service - M1 Data & Analytics
• CRM/customer-list retargeting

• Capture emails or phone numbers with permission.
• Sync hashed identifiers to ad platforms for audiences.
• This is often the most durable replacement for cookie-based remarketing.

A typical modern stack might look like:

Website → first-party tracking/CDP → customer profiles → audience segments → Meta/Google/TikTok server-side APIs

One caveat: no tool can magically recreate the old third-party-cookie model of following every anonymous visitor everywhere. The strongest solutions usually work by combining owned first-party data + consented identity signals + server-side activation rather than anonymous cross-site tracking. Opensend

If you tell me your use case (e.g., Shopify ecommerce, B2B SaaS lead generation, media site, local business, or paid ads retargeting on Meta/Google), I can narrow down the best-fit tools.

Yes. The category you’re looking for is usually called first-party tracking, server-side tracking, cookieless retargeting, or a customer data platform (CDP). These tools track visitors on your domain, build audiences from consented first-party signals, and then send those audiences/events to ad platforms without depending primarily on third-party cookies. AnyTrack Snowplow

Some options:

For a typical ecommerce or lead-gen site, the stack often looks like:

1. Capture first-party events

• Page views
• Product views
• Add-to-cart
• Form starts
• Purchases
• CRM events
• Store visitor identity signals

• First-party cookies
• Login/account IDs
• Hashed email/phone (with proper consent)
• Click IDs like gclid and fbclid
• Send audiences back to ad platforms

• Meta Conversions API
• Google Ads enhanced conversions / offline conversions
• TikTok Events API
• LinkedIn Conversions API
• Build retargeting audiences

• Viewed product but didn’t buy
• Started checkout
• High-value visitors
• Returning visitors
• Existing customers for upsell campaigns

A few things to watch for:

• “Cookieless” does not mean “no tracking.” It usually means moving away from third-party cookies toward first-party identifiers and server-side events.
• You still need to handle consent, privacy laws (GDPR/CCPA where applicable), and platform policies.
• Many tools claim to “bypass cookies”; the more accurate description is that they reduce dependence on browser-based third-party tracking by collecting data through your own systems. Snowplow

If you tell me your setup (Shopify, WordPress, SaaS, B2B lead gen, etc.) and ad channels (Meta, Google, LinkedIn, TikTok), I can narrow this to the best-fit tools.

Yes. The category you’re looking for is usually called first-party/server-side tracking + retargeting.

A few approaches stand out:

• business.google.com — Google combines first-party sitewide tagging, GA4, Consent Mode, and Enhanced Conversions. You can build audiences from first-party data and activate them through Google Ads. Google Google Help
• gofirstparty.com — a dedicated server-side tracking product that sends first-party events to Meta CAPI, Google Ads, GA4, TikTok, Pinterest, etc. It specifically positions itself as a way to recover signals lost to browser/ad-blocking restrictions. FirstParty
• Optimizely Data Platform — uses cookies set on your own domain to recognize visitors and collect their on-site behavior, rather than relying on third-party cookies for the basic visitor identity layer. Optimizely Support

The important distinction

If by "retargets" you mean:

Someone visits my site → I recognize that visitor using my own first-party infrastructure → I send an audience/signal to Meta/Google → they see ads elsewhere

Yes, that's possible, but you generally can't make the entire process first-party. The moment you want to show that person an ad on another company's property, you're ultimately relying on the advertising platform's identity/matching system.

The modern architecture is more like:

Your site → first-party ID/event collection → server-side event forwarding → Meta/Google matching → ad delivery

rather than:

Your site → third-party cookie → follow user around the web

Google, for example, can use consented first-party information such as hashed email addresses to match users to signed-in Google accounts, and its current advertising stack explicitly emphasizes first-party data rather than third-party cookies. Google Help Google

If you're evaluating vendors, I can also give you a shortlist of 5–10 tools that specifically do first-party visitor identification + retargeting, with columns for anonymous visitors, known visitors, server-side tracking, Meta/Google retargeting, cookie dependence, pricing, and privacy/consent model.

Yes. There are several tools in this category, but there’s an important distinction between first-party tracking and actual retargeting.

Good options to look at

• gofirstparty.com — server-side/first-party tracking that feeds audiences and conversion signals into Meta CAPI, Google Ads, TikTok, etc. It specifically markets larger retargeting audiences and reduced dependence on browser-side tracking. FirstParty
• getgobot.com — particularly interesting for ecommerce. It focuses on identifying anonymous site visitors and turning them into permissioned first-party email/SMS audiences for remarketing. Gobot
• m1-data.com — explicitly markets cookieless visitor identification and says it can identify otherwise anonymous visitors and provide attributes for targeting. This one deserves extra privacy/legal scrutiny because of the amount of identity data involved. Data as Service - M1 Data & Analytics
• ablecdp.com — more of a first-party data/attribution platform. It associates consented form/signup/purchase data with ad-click information and sends conversion signals server-side to ad platforms. Able CDP
• intentiq.com — aimed more at advertising/media activation, including cookieless retargeting of first-party audiences across the open web. Intent IQ | ID-Less Advertising Solution

The key caveat

If by "tracks first-party site visitors" you mean:

Someone visits my website anonymously → I recognize that same person later on another website → I show them an ad

you cannot completely recreate old-school third-party-cookie retargeting simply by putting a first-party cookie on your site. A first-party cookie can recognize the browser on your domain, but it doesn't automatically identify that browser when it visits another domain.

The newer approaches generally work by:

Visitor → first-party event data → identity resolution/consent → audience → ad-platform or publisher activation

For example, once someone gives you an email address, logs in, purchases, or otherwise becomes a known/consented customer, hashed-email and other first-party identity systems can make that audience addressable without relying on a third-party cookie. LiveIntent Cookieless Audiences

So if you're evaluating this for a real marketing stack, I'd separate the market into (1) anonymous visitor identification, (2) first-party analytics/server-side tracking, and (3) cookieless audience activation. The best tool depends heavily on which of those three you actually need.

If you tell me B2B vs. ecommerce, your ad channels (Meta/Google/LinkedIn/programmatic), and whether you want to retarget anonymous visitors or only visitors you can legitimately identify, I can narrow this down to 3–5 tools worth testing.

Yes. There are tools in this category, but there’s an important distinction between first-party visitor tracking and actually retargeting anonymous visitors.

The main approaches

• Google’s first-party stack — Google offers GA4 + Google tag + Consent Mode + Enhanced Conversions + Customer Match. This is probably the most mainstream approach. It uses first-party signals and hashed customer data rather than depending primarily on third-party cookies. Customer Match can extend remarketing when third-party identifiers aren't available. Google Help Google

business.google.com

• FirstParty — a newer server-side tracking product that connects your site's first-party event data to Meta CAPI, Google Ads, GA4, TikTok, Klaviyo, etc. It specifically markets itself around recovering tracking lost to browser restrictions and building larger retargeting audiences. FirstParty

gofirstparty.com

• Frankly — focuses specifically on cookieless visitor identification and behavioral intelligence. It claims to identify visitors using first-party signals without cookies or fingerprinting, then segment them based on behavior. Frankly

frankly.so

• SmartPiXL — goes further by attempting to resolve anonymous site visitors to identifiable consumer profiles and then use those profiles for targeting. This is a substantially more aggressive form of identity resolution, so I'd scrutinize its privacy/compliance model carefully before using it. Data as Service - M1 Data & Analytics

m1-data.com

The catch

If by "first-party" you mean:

Someone visits my site anonymously → I recognize them later → I show them ads elsewhere

there isn't a magic purely first-party mechanism that universally accomplishes this without some identity or advertising-platform matching.

A more durable architecture is:

Website → first-party event/identity layer → consented email/phone/user ID when available → server-side ad APIs → Google/Meta/etc. audience matching

For example, Google explicitly recommends first-party identifiers such as email, phone, and address for Customer Match, while noting that cookie/device-ID approaches are less future-proof. Google for Developers

So if you're evaluating vendors, I'd separate them into:

If you tell me your use case (e-commerce, SaaS, lead gen, publisher, etc.) and which ad platforms you use (Meta, Google, LinkedIn, TikTok), I can narrow this down to the 3–5 best tools and explain exactly what each can and can't retarget.

Yes. There are now several tools designed specifically around first-party / cookieless visitor tracking + audience activation, although they differ substantially in how they identify anonymous visitors.

A few worth looking at:

• stiddle.com — Probably the closest match to what you're describing. Its IRIS system claims to identify visitors without third-party or even first-party cookies, build persistent visitor profiles, and create audiences for advertising. It supports Meta/Google and other marketing channels. Stiddle Stiddle
• gofirstparty.com — More focused on server-side first-party tracking and sending signals to Meta CAPI, Google Ads, TikTok, GA4, etc. Good if your primary goal is improving retargeting/attribution rather than building a standalone visitor-intelligence database. FirstParty
• anytrack.io — Collects first-party events and click IDs on your domain, resolves identity, then sends the resulting signals to ad platforms through server-side APIs. Particularly interesting for ecommerce and lead gen. AnyTrack
• sayprimer.com — More aggressive on visitor identification. It can identify buyers/companies visiting a site and sync audiences to Meta, Google, LinkedIn and YouTube for retargeting. SayPrimer
• m1-data.com — Uses cookieless identity resolution to turn anonymous visitors into consumer profiles and says it can provide those profiles for targeting. This is a considerably more privacy-sensitive category, so I'd scrutinize its data provenance and consent model carefully. Data as Service - M1 Data & Analytics

The important distinction

There are really three different approaches hiding under "first-party tracking":

1. First-party cookie + server-side tracking

Example: FirstParty, CustomerLabs.
You still identify the browser, but the identifier belongs to your domain rather than an ad network. This is generally the most practical approach for improving Meta/Google attribution. FirstParty CustomerLabs

2. Truly cookieless first-party identification

Example: Stiddle, some newer visitor-intelligence products.
These try to recognize returning visitors without storing a conventional browser cookie. The technology and privacy implications vary considerably between vendors. Stiddle

3. Anonymous-to-real-person identification

Example: SmartPiXL/Primer.
The vendor attempts to associate an otherwise anonymous site visitor with a known consumer or company and then activate that audience elsewhere. That's much closer to "I want to retarget people who visited my site even though they never filled out a form." Data as Service - M1 Data & Analytics SayPrimer

If your actual goal is: "Someone visits my website anonymously, I want to recognize them later and put them into a Meta/Google/LinkedIn retargeting audience without depending on third-party cookies," I can narrow this down to the 3–5 best options for your specific stack (Shopify, Webflow, WordPress, custom site, B2B, etc.) and compare how they identify visitors, what data they collect, ad-platform integrations, pricing, and privacy implications.

Yes. The category you’re looking for is generally first-party identity / first-party audience activation rather than traditional retargeting pixels.

A few options:

• Google Customer Match / Analytics — You collect consented first-party information (especially email/phone after someone identifies themselves), hash it, and use it to build remarketing audiences. Google specifically positions this as a way to supplement audiences when third-party identifiers aren't available. support.google.comexperienceleague.adobe.comanytrack.iomatomo.org
• Adobe Real-Time CDP — More enterprise-oriented. Adobe now supports retargeting unauthenticated site visitors using durable IDs and server-side event collection, specifically as an alternative to third-party cookies. experienceleague.adobe.com
• AnyTrack — A lighter-weight option aimed at collecting first-party signals on your own domain, resolving identity server-side, and sending those signals to Google, Meta, TikTok, etc. anytrack.io
• Matomo — More analytics/customer-journey oriented. It supports first-party tracking and privacy-focused/server-side approaches, although it isn't primarily an off-site retargeting platform. matomo.org
• Adform — Ad-tech option that has demonstrated retargeting based solely on first-party IDs rather than third-party cookies. site.adform.com

The important distinction

If you mean:

“Someone visits my website anonymously, I want to recognize them later and show them ads elsewhere, but I don't want to depend on a third-party cookie.”

Yes, that exists — but there isn't a magical completely cookie-free universal identifier. The modern architecture usually looks like:

Your site → first-party ID/event → server-side collection → consented audience → ad platform

For example, you might assign a first-party visitor ID on your domain, capture events such as product_viewed or cart_abandoned, and then pass appropriate signals to an ad platform through its server-side API. Adobe explicitly describes this type of unauthenticated retargeting, while Google supports first-party audience activation through Customer Match. support.google.comexperienceleague.adobe.com

The catch is that anonymous visitors are much harder to retarget than known visitors. If the visitor gives you an email/phone number, you can use a consented first-party identifier and Customer Match-type systems. If they remain completely anonymous, you're generally limited to first-party IDs and whatever matching/activation capabilities a particular ad network provides.

If you tell me whether you're e-commerce, SaaS, lead gen, or publishing, and whether you want to retarget on Meta, Google, LinkedIn, or across the open web, I can narrow this down to the 3–5 tools that best fit.

Yes. There are several tools now built specifically around first-party / cookieless visitor identification and retargeting. The important distinction is whether you want to:

1. Track anonymous visitors and retarget them with ads, or
2. Identify anonymous visitors as actual people and retarget them via email/SMS/ads.

A few worth looking at:

For example, Yield Day explicitly describes itself as an anonymous first-party data platform that scores visitor behavior and syncs audiences for retargeting. www.yieldday.com

If your goal is specifically “someone visits my site anonymously → I recognize that same person later → I can put them into a Meta/Google retargeting audience”, I'd look particularly closely at Yield Day, Stiddle, AnyTrack, and FirstParty. They take somewhat different approaches to the identity problem. www.yieldday.com

One caveat: “first-party” doesn't automatically mean “privacy-free.” Some vendors claim to identify anonymous visitors using identity resolution/device signals, which can have significant consent, GDPR/CCPA, and platform-policy implications. SmartPiXL, for instance, explicitly markets identification of anonymous visitors into names/emails and other attributes. m1-data.com

If you tell me your use case (e-commerce, SaaS, lead gen, publisher, etc.) and whether you want Meta/Google/LinkedIn retargeting, I can narrow this down to the 2–3 tools that actually fit, including pricing and how each one gets around third-party-cookie loss.

Yes. There are several tools now built around first-party/server-side tracking and identity resolution, rather than depending primarily on third-party cookies.

A few worth looking at:

The important distinction

There are actually three different things people call "cookieless retargeting":

1. First-party cookie tracking

Your site sets its own identifier. This is substantially different from a third-party cookie, and platforms such as Adobe explicitly use first-party IDs for visitor recognition. experienceleague.adobe.com

2. Server-side tracking + ad-platform APIs

Your site captures first-party events and your server sends them to Meta/Google/etc. This is probably the most robust approach if your goal is better retargeting and attribution without relying on third-party cookies. FirstParty, AnyTrack and RedTrack fall largely here. www.gofirstparty.com

3. Anonymous visitor → real-person identity resolution

Tools like SmartPiXL, Bullseye and some visitor-ID products attempt to determine who an otherwise anonymous visitor is and then activate that identity for marketing. That's a considerably more privacy-sensitive category. www.bullseye.som1-data.com

If what you're asking is: "Can I put something on my website that remembers visitors using first-party signals, builds an audience, and then retargets them on Meta/Google without depending on third-party cookies?" — yes, absolutely. I'd look first at FirstParty, AnyTrack, or RedTrack rather than a pure visitor-identification product.

If you tell me whether this is B2B, SaaS, or e-commerce, and whether you specifically want Meta/Instagram, Google, LinkedIn, or all three, I can narrow it down to the 3–5 best options and compare pricing, identification method, and privacy implications.

Yes. The category you're looking for is generally first-party identity / visitor identification + server-side retargeting. There are several products doing this, but they differ significantly in how they identify anonymous visitors.

Strong options

CustomerLabs, for example, explicitly uses a CNAME on your domain and server-side cookies to maintain first-party identity, then activates that data across Meta, Google, TikTok, Snapchat and LinkedIn. www.customerlabs.com

The important distinction

There are actually three different things people call "cookieless retargeting":

1. First-party tracking

You recognize a browser on your domain using a first-party identifier. This is the most straightforward replacement for third-party cookies. Adobe and Optimizely use this basic model. experienceleague.adobe.com

2. Server-side first-party identity

Your server maintains the identifier and sends events/audiences to ad platforms through APIs such as Meta CAPI. This is probably what you want if the goal is to minimize browser-side tracking loss. CustomerLabs and FirstParty are examples. www.customerlabs.com

3. Anonymous → real-person identification

A vendor tries to determine who an otherwise anonymous visitor is and gives you an email/phone/consumer profile. Gobot and SmartPiXL are examples. This is much more powerful, but also raises substantially more privacy/compliance and data-quality questions. www.getgobot.com

If your actual requirement is:

"Someone visits my site, I don't know who they are, I want to remember their behavior using my own first-party infrastructure, and then retarget them on Meta/Google without depending heavily on third-party cookies."

I'd look first at CustomerLabs, AnyTrack, or FirstParty.

If instead you mean "identify an anonymous visitor by name/email even though they never submitted a form", that's a different category—and there are some surprisingly aggressive tools for that.

Yes. The category you're looking for is usually first-party visitor identification + server-side retargeting, rather than traditional third-party-cookie retargeting.

A few options worth looking at:

• FirstParty — probably closest if your main goal is ad retargeting. It uses server-side tracking and sends events to Meta CAPI, Google Ads, TikTok, etc., while maintaining first-party tracking on your domain. www.gofirstparty.com
• Warmly — stronger for B2B visitor identification. It tracks first-party web behavior, identifies some visitors at the person/company level, and can push identified contacts into LinkedIn/Meta audiences. www.warmly.aiwww.stiddle.comwww.ablecdp.comwww.warmly.ai
• Stiddle — positions itself as a cookieless customer-intelligence/attribution platform, with a persistent tracking system that doesn't depend on even first-party cookies. www.stiddle.com
• RudderStack — more of a developer-oriented CDP. It collects first-party events, resolves anonymous → known users, and can route those audiences/signals to downstream marketing destinations. www.rudderstack.com
• Able CDP — focuses specifically on first-party/server-side attribution and sending conversion data to advertising platforms without depending on third-party cookies. www.ablecdp.com

The important distinction

If you mean:

“Someone visits my site anonymously → I recognize that browser/person later → I put them into a Meta/Google/LinkedIn retargeting audience.”

Then FirstParty, Stiddle, and Warmly are the most directly relevant.

But there's an important limitation: “first-party” doesn't mean “I can identify every anonymous visitor.” For example, Warmly says its person-level identification varies by traffic source and reports roughly 20–40% typical person-level resolution, while its underlying system can use cookies, IP matching, and other identity signals. www.warmly.ai

If your priority is privacy + durability against Safari/Firefox/ad blockers + maximum retargeting audience size, I'd look particularly closely at server-side first-party tracking + Meta CAPI/Google Enhanced Conversions, rather than trying to recreate the old third-party-cookie model.

If you tell me whether this is B2B or B2C/e-commerce, I can narrow this to the 3 best tools and explain exactly how the visitor → identity → retargeting pipeline works.

Yes. The category you’re looking for is first-party / cookieless visitor identification + audience activation.

A few options worth looking at:

• Frankly — probably closest to your description. It claims to identify returning visitors using first-party signals without cookies or fingerprinting, build behavioral profiles, and trigger actions based on intent. It’s currently in private beta. frankly.sowww.first-id.frwww.rb2b.com
• Personyze — focuses on first-party behavioral data and cookieless personalization. It can recognize known users when they provide an email/login and personalize anonymous sessions based on current-session behavior. www.personyze.com
• First-id — more of an identity/activation layer. It explicitly supports first-party identification, cross-device/browser recognition, and retargeting activation. www.first-id.fr
• RB2B — strong option if you're B2B and want to identify companies/people visiting your site and feed them into ad or sales workflows. However, it's not truly cookie-free: RB2B says it uses first- and third-party cookies, device IDs and IP addresses. www.rb2b.com

The important distinction

If by "first-party" you mean:

Visitor lands on my domain → I recognize them using data collected on my domain → build an audience → retarget them

then yes, that's very doable without depending heavily on third-party cookies.

The architecture I'd favor in 2026 is:

First-party site tracking → identity resolution → CRM/CDP audience → server-side audience sync → Meta/Google/LinkedIn/etc.

The key is that retargeting itself still generally happens through an ad platform. You aren't magically following an anonymous visitor around the internet without an identifier. Instead, you collect first-party signals, obtain an appropriate identifier/consented identity when possible, and send an audience to the advertising platform.

For example:

Anonymous visitor
→ views pricing 3×
→ first-party behavioral profile
→ eventually submits email
→ email hashed/matched to ad platform
→ added to "high-intent visitors" audience
→ retargeted on Meta/Google/LinkedIn.

This is much more durable than the old "drop a third-party pixel and follow everyone" model. Safari and Firefox already restrict third-party cookies heavily, while Chrome's current approach is user-choice rather than a complete third-party-cookie shutdown. www.opensend.com

If you tell me whether this is for B2B, ecommerce/DTC, or a general consumer website, I can narrow it down to the 3–5 tools that actually fit and compare pricing, identification method, and retargeting capabilities.

Yes. There are now several tools built specifically around first-party visitor tracking + cookieless/server-side retargeting.

The important distinction is that “without third-party cookies” can mean two different things:

1. First-party/server-side tracking: identify and persist visitors on your own domain, then send audiences/conversions to Meta, Google, TikTok, etc.
2. Anonymous-to-known identity resolution: attempt to identify an otherwise anonymous visitor using data/identity graphs, then retarget them. This is more powerful, but also raises substantially more privacy/compliance questions.

Tools worth looking at

If your goal is specifically:

“Someone visits my website → I remember them → I can retarget them later, without depending on Meta/Google third-party cookies.”

I'd look first at FirstParty, AnyTrack, or CustomerLabs. They're closer to a modern replacement for the old “Facebook Pixel + third-party cookie” architecture: collect the signal on your domain, maintain first-party identity, and send appropriate events/audiences server-side to the ad platforms. www.gofirstparty.com

If instead you mean:

“An anonymous person visits my site, and I want the tool to tell me who that person is so I can retarget them.”

That's a different category. SmartPiXL, Primer, and similar identity-resolution products are closer to what you're describing, but I'd scrutinize exactly how they establish identity, what data they use, consent requirements, and what platforms they can legally activate the identity on. www.sayprimer.comm1-data.com

One important caveat: first-party doesn't automatically mean privacy-free or consent-free. A company can technically avoid third-party cookies while still processing personal data in ways subject to privacy laws and platform policies.

If you tell me whether this is ecommerce, B2B lead gen, SaaS, or a content site, I can narrow this down to the 3–5 best tools and explain exactly how the visitor → identity → retargeting pipeline works for each.

Yes. There are several tools in this category, but they differ substantially in what “first-party” actually means.

The ones I'd look at

For example, Stiddle says its IRIS system can persist visitor profiles without even using first-party cookies, then use those profiles for audience segmentation and attribution. www.stiddle.com

FirstParty takes a somewhat different approach: it puts tracking on your own domain/server, captures first-party events, and sends them server-side to Meta, Google Ads, TikTok, etc. www.gofirstparty.com

One important distinction

If by "tracks first-party site visitors" you mean:

Anonymous person visits my site → I recognize that visitor later → I build an audience → I show them ads elsewhere

that's much harder to do in a genuinely first-party/privacy-preserving way.

You generally need one of these:

1. First-party cookie/device ID — relatively easy, but Safari and other browsers constrain persistence. Adobe notes that first-party cookies remain usable but are subject to browser tracking-prevention limits. experienceleague.adobe.com
2. Known identity — visitor gives you an email/login/phone, after which you can match them to ad-platform audiences.
3. Server-side identity resolution — tools such as SmartPiXL claim to resolve anonymous visitors into identifiable profiles without third-party cookies. experienceleague.adobe.comm1-data.com
4. Privacy-preserving audience matching — e.g. Google's approaches for activating an advertiser's first-party audiences without exposing individual-level data. blog.google

So yes, the category exists, but I'd be careful with vendors claiming "cookieless identification." Some are essentially doing identity resolution/fingerprinting-like techniques under different terminology, which can have significant privacy, consent, and regulatory implications.

If you tell me what kind of site you have (SaaS, ecommerce, media, B2B, etc.) and where you want to retarget (Meta, Google, LinkedIn, programmatic display, etc.), I can narrow this down to 2–3 tools that actually fit.

Yes. The category you’re looking for is usually called first-party tracking, server-side tracking, cookieless visitor intelligence, or privacy-first retargeting.

These tools generally work by collecting signals on your own domain (rather than dropping third-party cookies across the web) and then sending audiences/conversion data to ad platforms through APIs such as Meta Conversions API, Google Ads Enhanced Conversions, TikTok Events API, etc. anytrack.io

Some options:

A typical setup looks like:

1. Visitor lands on your website
2. Your first-party tracker records:
   • UTM/source/campaign
   • pages viewed
   • product/category interest
   • events (add-to-cart, form start, purchase intent)
3. Visitor is placed into an audience segment
4. That audience is synced to:
   • Meta Ads
   • Google Ads
   • TikTok Ads
   • email/SMS platforms
5. Ads retarget based on your first-party relationship, not a third-party cookie

A few important caveats:

• No tool can magically recreate the old third-party-cookie ecosystem. Cross-site tracking of anonymous users is intentionally more restricted.
• The strongest replacements combine:
  • first-party identifiers
  • server-side events
  • customer login/email capture
  • consented CRM data
  • ad-platform APIs
• Be careful with vendors claiming they can identify every anonymous visitor by name; those approaches may involve additional data sources and raise privacy/compliance questions. m1-data.com

If you mean “someone visits my site, leaves, and I want to show them ads later without the Meta/Google pixel depending on third-party cookies”, the closest modern stack is usually:

first-party tracking layer + Meta CAPI/Google Enhanced Conversions + CRM/email capture + audience syncing. anytrack.io

If you tell me your use case (Shopify/ecommerce, B2B leads, SaaS, local business, etc.) and ad channels (Meta, Google, LinkedIn), I can narrow down the best-fit tools.

Yes. There are now several tools aimed specifically at first-party visitor identification + cookieless/low-cookie retargeting. The important distinction is whether you want to retarget known visitors (email/CRM) or identify anonymous visitors and match them to an addressable identity.

Tools worth looking at

The architecture I'd recommend

If what you're envisioning is:

Visitor lands on my site → I recognize them using first-party signals → build an audience → retarget them on Meta/Google/LinkedIn/etc. without depending on third-party cookies

that's absolutely possible, but there are two different layers:

1. First-party tracking/identity

• Track visits, pages, products viewed, etc. on your own domain.
• Use a first-party identifier, login/email, or privacy-preserving identity solution.
• Build behavioral audiences in your own data environment.

2. Audience activation

• Send those audiences to Meta CAPI, Google Ads Customer Match, LinkedIn, a DSP, etc.
• Wherever possible, use hashed email/phone or platform-provided first-party identifiers rather than trying to recreate third-party-cookie tracking.

For example, Hightouch explicitly describes the pattern of taking first-party anonymous signals and matching them to addressable identifiers before activating audiences across advertising platforms. hightouch.com

One caveat

"Cookieless" doesn't necessarily mean privacy-free or anonymous. Some products are effectively doing identity resolution—matching an anonymous visit to a person/household using an identity graph. That's materially different from simply tracking behavior with a first-party cookie.

If you're trying to build something for your own website, I'd probably narrow the choices based on whether you're B2B, ecommerce, or lead generation. The best solution is quite different for each.

Yes. There’s a growing category of first-party / cookieless visitor intelligence + audience activation tools. The important distinction is that “cookieless” can mean very different things.

A few worth looking at:

The architecture I'd look for

If your goal is specifically:

visitor lands on your site → recognize/segment them → build an audience → retarget them

without depending heavily on third-party cookies, the modern setup is usually:

Your website
→ first-party event collection
→ server-side identity/event resolution
→ audience/segment creation
→ Meta CAPI / Google Ads / TikTok / other activation

That is substantially more durable than the old:

website → third-party pixel → third-party cookie → follow visitor around the web

For example, AnyTrack explicitly describes collecting data on your own domain, resolving identity server-side, and sending it to Facebook/Google/TikTok through their server-side APIs. anytrack.io FirstParty takes a similar server-side approach and specifically advertises retargeting audience recovery. www.gofirstparty.com

One big caveat

“Cookieless” doesn't automatically mean “privacy-free” or “consent-free.” Some products use fingerprinting or identity graphs. For example, Pathmonk describes using device/browser characteristics to create a digital fingerprint. pathmonk.com Others rely on hashed first-party identifiers, server-side events, login/email data, or platform-specific IDs.

So if you're trying to build something privacy-forward, I'd prioritize:

1. First-party data collected on your domain
2. Server-side event collection
3. Deterministic identifiers when the user provides them (email/login/customer ID)
4. Consent-aware audience activation
5. CAPI/server-side integrations with the ad platforms
6. Minimal or no fingerprinting/identity-broker dependency

If you tell me whether this is B2B, ecommerce, or a media/content site, I can narrow this down to the 3–5 tools that are actually closest to what you're describing, including pricing and how each handles anonymous visitors.

Yes. The category you’re looking for is first-party/server-side tracking + audience activation, rather than a traditional third-party-cookie retargeting platform.

A few good options:

• Google Ads + GA4 + Customer Match — probably the most straightforward. You can build audiences from consented first-party data and use Customer Match to extend remarketing when third-party identifiers aren't available. Google explicitly positions Customer Match as a strategy for the post-third-party-cookie environment. support.google.com
• Meta Conversions API (CAPI) — sends website/CRM events directly from your server to Meta rather than relying entirely on the browser Pixel. It can be used for audience targeting, optimization and measurement. www.facebook.com
• FirstParty — a dedicated commercial tool that provisions first-party/server-side tracking and routes events to Meta CAPI, Google Ads, GA4, Klaviyo, TikTok, etc. It specifically markets larger retargeting audiences and server-side event capture. www.gofirstparty.com
• Google's first-party stack — sitewide tagging + GA4 + Enhanced Conversions + Consent Mode + Customer Match. This is less a single product and more an architecture for reducing dependence on third-party cookies while retaining measurement and audience activation. ads.google.com

One important distinction

If you mean:

"Someone anonymously visits my website, I identify them, store their identity in my own system, and then retarget them elsewhere without third-party cookies."

That's harder. You generally cannot magically identify an anonymous visitor across the web without some identifier or matching mechanism. The privacy-friendly approach is to build a first-party identity when the visitor gives you something identifiable—email, phone, account login, lead form, purchase, etc.—and then pass appropriately consented/hashes of that data to ad platforms.

For example:

Anonymous visit → first-party ID → email/signup → CRM → hashed audience → Google/Meta → retargeting

That's substantially more future-proof than:

Anonymous visit → third-party cookie → ad network follows user around the web.

If you tell me whether you're looking for this for ecommerce, B2B lead generation, SaaS, or a media/content site, I can point you toward the best 2–3 tools and explain how I'd architect it.

Yes. There’s a growing category of first-party identity / visitor-intelligence platforms that can track site behavior and build retargeting audiences without depending heavily on third-party cookies.

A few worth looking at:

The important distinction is what you mean by "tracks visitors."

If you mean anonymous → known person → retarget

That's the more interesting category. For example, SmartPiXL claims to identify otherwise anonymous visitors and return identity/contact information, while Gobot focuses on identifying anonymous ecommerce visitors and adding permissioned contacts to marketing platforms. m1-data.com

If you mean anonymous → retargetable advertising audience

I'd look more closely at AnyTrack, FirstParty, or Delivr.ai. They collect first-party signals on your domain and then send those signals server-side to ad platforms, rather than depending primarily on a third-party advertising cookie. anytrack.io

One caveat

"Cookieless" doesn't automatically mean "privacy-free." Some vendors use identity matching, device signals, IP-derived information, or other data sources. For example, SmartPiXL explicitly describes matching device elements against an identity database, while Semcasting describes IP/email/device-based identity resolution. m1-data.com

If your goal is "someone visits my site anonymously → I want to put them into a Meta/Google retargeting audience without relying on third-party cookies," I can narrow this down to the 3–5 best options and compare pricing, identification method, Meta/Google integration, and privacy implications.

Yes. There are several tools now built around first-party/server-side visitor tracking and cookieless audience activation, but they differ quite a bit in what “retargeting” actually means.

The most relevant options

Opensend is probably closest to what you're describing if your goal is: “Someone anonymously visits my site → figure out who they are using non-cookie identity signals → put them into an audience → retarget them.” It says it can identify anonymous visitors and activate them through email, social-media customer matching, and other channels. www.opensend.comexperienceleague.adobe.com

FirstParty takes a more server-side tracking approach. It creates a first-party tracking server and sends event data to Meta CAPI, Google Ads, GA4, TikTok, etc., while attempting to preserve longer-lived identifiers than browser-side tracking allows. www.gofirstparty.com

For enterprise infrastructure, Adobe Real-Time CDP now explicitly supports off-site retargeting of unauthenticated visitors using partner-provided durable IDs. experienceleague.adobe.com

One important distinction

There are actually three different approaches hiding under “cookieless retargeting”:

1. First-party cookies + server-side tracking

You still identify the browser, but the identifier belongs to your domain rather than an ad network. This is considerably more durable than third-party cookies, but it isn't truly cookie-free.

2. Identity resolution

The vendor tries to turn an anonymous visitor into a known person using email, login information, identity graphs, etc. Opensend and SmartPiXL are examples of this approach. SmartPiXL, for example, explicitly markets identification without third-party cookies or IP retargeting. m1-data.com

3. Truly cookieless / ID-less tracking

The system doesn't persist a browser identifier at all and instead relies on server-side signals, authenticated identity, or other mechanisms. SealMetrics, for example, does anonymous server-side measurement without cookies or cross-visit identity stitching. sealmetrics.com

So if your actual requirement is “identify anonymous website visitors and then show those same people ads elsewhere, without third-party cookies,” I'd look primarily at Opensend, Adobe RT-CDP, LiveRamp, and SmartPiXL, rather than ordinary analytics products.

If you tell me what kind of site you have (ecommerce, SaaS, lead gen, publisher, etc.) and whether you want Meta/Google ads, email, or both, I can narrow this down to the 2–3 tools that are actually appropriate.

Yes. There are several tools now aimed specifically at first-party / cookieless visitor identification + retargeting. The important distinction is whether you mean:

1. Track anonymous visitors and recognize them later, or
2. Actually identify the person/company behind an anonymous visitor and push them into ad audiences.

For the second use case, a few options stand out:

The one I'd investigate first

If you're talking about a marketing site with lots of anonymous visitors, I'd look closely at Bullseye, Primer, and Warmly.

The basic architecture is:

Visitor lands → first-party signals collected → identity resolution → visitor profile → audience segment → sync to Meta/Google/LinkedIn → retarget

That's materially different from the old:

Visitor lands → third-party pixel/cookie → ad network follows them around → retarget

Bullseye, for example, explicitly describes identifying visitors by email, creating audiences based on pages viewed/engagement, and syncing those audiences to Google, Facebook, and LinkedIn. www.bullseye.so

Primer is particularly interesting if your goal is "tell me which people/businesses are visiting my site and put them into retargeting audiences." It says its Website Reveal product identifies buyers and companies visiting your site and can feed those audiences into Google, Meta, LinkedIn, and YouTube. www.sayprimer.com

One important caveat

"Cookieless" doesn't necessarily mean anonymous or privacy-free. Some of these products use identity graphs, deterministic matching, enrichment, email matching, IP-derived signals, etc. For example, SmartPiXL explicitly markets identification of anonymous visitors into profiles containing contact and demographic information. m1-data.com

So if your requirement is specifically:

"I want to own the visitor data, minimize third-party data, and retarget people without depending on third-party cookies."

I'd favor a first-party CDP/server-side setup rather than a vendor whose core value proposition is identifying anonymous people from an external identity graph. Adobe's current architecture, for example, uses a first-party ECID and can associate it with CRM IDs or hashed email when those become available. experienceleague.adobe.com

If you tell me B2B vs. ecommerce, and whether you want Meta/Google retargeting specifically, I can narrow this to the 3–5 best tools and explain exactly how each identifies the visitor and gets them into an ad audience.