쿠키리스 광고 서비스 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the cookie-less advertising services market size is projected to expand from USD 5.62 billion in 2025 and USD 6.41 billion in 2026 to USD 11.78 billion by 2031, registering a CAGR of 12.95% between 2026 to 2031.

This report is Segmented by Service Type (Contextual Targeting Services, First-Party Data Activation Services, Data Clean Room Services, and More), End-User Industry (Retail and E-Commerce, Media and Entertainment, Healthcare and Life Sciences, Travel and Hospitality, Automotive, Telecom and Technology, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Cookie-less Advertising Services Market Trends and Insights

Third-Party Signal Loss Drives Structural Reallocation of Advertising Infrastructure

The cookie-less advertising services market is responding to the erosion of third-party identifiers across major browsers and mobile environments. Safari and Firefox have blocked third-party cookies by default for years, while Chrome uses a user-choice approach that leaves advertisers with less predictable access to traditional identifiers. Apple's App Tracking Transparency framework has also limited cross-app tracking, so mobile advertisers need other ways to collect and activate consented signals. These changes shift spending toward first-party data pipelines, server-side event collection, identity alternatives, contextual services, and measurement tools. Brands that established these capabilities earlier can continue using their own customer and event data across campaign planning and reporting. Brands that delayed the transition face a more extensive redesign of their data collection, consent flows, and activation processes.

The effect extends beyond media buying because campaign reporting depends on stable links between exposure, engagement, and conversion events. Cookie-based measurement was designed for a browser environment where a third party could observe more of the consumer journey. That approach is less reliable when identifiers are unavailable, restricted, or separated by browser and app policies. The cookie-less advertising services industry therefore supports a broader operational change that connects tag management, customer relationship management systems, consent tools, and advertising platforms. The need is especially clear for advertisers that operate across web, mobile, retail media, and connected TV channels. Consent obligations under the ePrivacy Directive and state privacy laws also remain relevant even when a cookie is technically available, which makes governance part of the operating model rather than a separate legal task.

Privacy-Safe Contextual Targeting Gains Measurable Performance Parity With Behavioral Advertising

Contextual targeting is taking on a larger role because it can use the content surrounding an advertisement instead of relying on an individual's browsing history. The cookie-less advertising services market increasingly uses semantic systems that assess language, images, video, and content themes rather than simple keyword matching. U.S. digital advertising revenue reached USD 294.6 billion in 2025, and commerce media generated USD 63.4 billion, reflecting the expanding importance of first-party purchase and contextual signals in digital media activity. The cookie-less advertising services market is also moving into connected TV, where content can be assessed at the program, episode, or scene level. This allows buyers to select suitable content settings and reduce mismatches between a message and the viewing environment. It gives publishers another way to describe premium inventory without transferring audience-level data.

The change is important because contextual signals can be used without processing personal data in the same manner as behavioral targeting. That can reduce exposure to changes in consent rates and make campaign delivery less dependent on authenticated audiences. The cookie-less advertising services market is also benefiting from supply-side standards that make contextual segments easier to communicate in programmatic transactions. IAB Tech Lab renamed Seller-Defined Audiences as Curated Audiences in December 2024, providing publishers with a framework to expose standardized audience and contextual signals in the bid stream. Publishers can use those signals to package content, while buyers can apply brand suitability requirements without receiving raw user data. This model does not eliminate the need for measurement, but it creates a workable alternative when behavioral signals are incomplete or unavailable.

Fragmented Privacy Regulations Impose Compounding Compliance Costs Across Markets

Privacy regulation is a restraint because global advertising systems must operate under rules that differ by jurisdiction. The cookie-less advertising services market must support consent collection, data use controls, contractual requirements, and auditability across a wide range of workflows. In 2025, France's CNIL imposed a EUR 325 million fine on Google for advertising cookie consent failures. The case shows that consent design and user choice remain material issues even when advertisers are moving away from third-party cookies. GDPR uses an opt-in approach, while U.S. state rules can use opt-out rights and other requirements. Platforms serving several markets may need parallel technical controls, which increases the cost of managing campaigns and data flows.

The challenge is more significant for independent publishers and smaller technology providers because consent governance introduces costs that do not decline easily with lower transaction volume. The IAB's Fifth Amended Multi-State Privacy Agreement became effective in June 2026 and provides a common U.S. contracting framework for digital advertising privacy obligations. The framework can reduce variation in commercial agreements, but deployment still requires legal review and technical integration across platforms and partners. The cookie-less advertising services industry must therefore make compliance functions usable within daily campaign operations. Providers with established engineering, policy, and implementation resources have an advantage over smaller firms that must absorb the same requirements with fewer resources. This can strengthen the position of scaled platforms even where demand for independent solutions remains high.

Other drivers and restraints analyzed in the detailed report include:

1. First-Party Data Activation and Retail Media Partnerships Reconfigure the Programmatic Value Chain
2. AI-Led Semantic, Video, and CTV Contextual Analysis Creates a New Buying Category
3. Limited Match Rates for Authenticated Identity Constrain Open-Web Addressability

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

First-Party Data Activation Services held a 33.71% share of the cookie-less advertising services market size in 2025, making them the largest service category. The segment covers consented data collection, enrichment, customer relationship management onboarding, server-side event pipelines, conversion interfaces, and audience activation. These capabilities are now central to campaign operations because advertisers need dependable signals that can be used across planning, delivery, and reporting. IAB and PwC reported that U.S. commerce media expanded 18.0% in 2025, reinforcing demand for first-party activation in retail data environments. Contextual Targeting Services, Identity Alternative Services, and Measurement and Attribution Adaptation Services benefit from the same signal-loss pressure, though identity and attribution tools face reach and integration limits.

Data Clean Room Services are projected to expand at a 13.74% CAGR from 2026 to 2031, the highest rate among service types in the cookie-less ad services market. IAB stated that companies planned to invest 29% more in clean rooms in 2025 than in 2024 because they need privacy-safe collaboration across retailer, publisher, brand, and platform data. The Federal Trade Commission stated that clean rooms are not inherently privacy-preserving, making governance, output controls, and monitoring important parts of an implementation. Publicis Groupe's May 2026 agreement to acquire LiveRamp for USD 2.167 billion increased attention on independent and cloud-based alternatives for data collaboration. The segment will depend on providers that can deliver practical interoperability, clear governance, and costs suited to a wider group of advertisers in the cookie-less advertising services industry.

Complete Report Scope:

• By Service Type
  • Contextual Targeting Services
  • First-Party Data Activation Services
  • Data Clean Room Services
  • Identity Alternative Services
  • Measurement and Attribution Adaptation Services
• By End-user Industry
  • Retail and E-commerce
  • Media and Entertainment
  • Banking, Financial Services, and Insurance
  • Healthcare and Life Sciences
  • Travel and Hospitality
  • Automotive
  • Telecom and Technology
  • Other End-user Industries
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Netherlands
    • Russia
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Singapore
    • Indonesia
    • Rest of Asia-Pacific
  • Middle East
    • Saudi Arabia
    • United Arab Emirates
    • Turkey
    • Rest of Middle East
  • Africa
    • South Africa
    • Nigeria
    • Kenya
    • Rest of Africa

Geography Analysis

North America held 51.28% of the cookie-less advertising services market size in 2025, supported by a concentration of programmatic infrastructure, retail media networks, customer data platforms, and clean room deployments. The United States is central to regional demand because it has a large digital advertising base and active investment in retail media, connected TV, and privacy-oriented data infrastructure. U.S. digital advertising revenue reached USD 294.6 billion in 2025, while commerce media generated USD 63.4 billion. These categories rely increasingly on first-party purchase, contextual, and consented data signals. Canada contributes demand through publisher and advertiser adoption of privacy-aware data practices, while Mexico is building first-party data capabilities alongside e-commerce development. The region is also affected by the practical cost of clean room implementation, which can keep some independent buyers outside the most advanced collaboration environments. The IAB's multi-state privacy agreement gives national platforms a common contracting baseline, though implementation still requires operational changes across partners.

Europe is the second-largest regional block and operates under a regulatory environment shaped by GDPR and national privacy oversight. The region has a strong need for consent-compatible identity, contextual targeting, and measurement infrastructure because data use controls are embedded in digital advertising operations. IAB Europe's Transparency and Consent Framework version 2.3 became mandatory for publishers and consent management platforms on March 1, 2026, creating an updated compliance baseline for programmatic activity. Germany, the United Kingdom, and France lead enterprise adoption of clean rooms and curated audiences, while the Netherlands remains an important programmatic infrastructure hub. The United Kingdom continues to operate its own privacy framework after leaving the European Union, which sustains demand for privacy-safe targeting options. Spain and Italy are adopting these capabilities as e-commerce activity expands and consent requirements remain relevant for cookie storage. European providers must balance mature demand with detailed compliance expectations and fragmented local implementation needs.

The Middle East is projected to expand at a 13.81% CAGR from 2026 to 2031, the highest regional rate in the cookie-less advertising services market. E-commerce growth in Saudi Arabia and the United Arab Emirates, together with broader digital advertising adoption, supports demand for targeting and measurement tools that can operate under emerging governance frameworks. Asia-Pacific is also a major growth area because large mobile-first audiences and different national data rules increase the need for locally suitable identity and data activation options. China's data localization requirements and privacy rules across Association of Southeast Asian Nations markets encourage services that can respect national data sovereignty conditions. Japan and Australia have adopted international standards-based cookie-less technologies earlier than many regional markets. South America and Africa have lower absolute volumes but show demand in Brazil and South Africa, where privacy compliance investments encourage brands to build first-party data infrastructure. The cookie-less advertising services market offers longer-term opportunities in these regions for providers that can adapt their services to local consent practices, publisher ecosystems, and advertiser resources.

1. Google LLC
2. Amazon.com, Inc.
3. The Trade Desk, Inc.
4. LiveRamp Holdings, Inc.
5. Criteo S.A.
6. Adobe Inc.
7. PubMatic, Inc.
8. Integral Ad Science Holding Corp.
9. Lotame Solutions, Inc.
10. Quantcast Corporation
11. Snowflake Inc.
12. Acxiom LLC
13. InfoSum Ltd.
14. InMobi Pte. Ltd.
15. Microsoft Corporation
16. Oracle Corporation
17. Nexxen International Ltd.
18. Permutive, Inc.
19. ID5 Technology Limited
20. OpenX Software Ltd.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Impact of Macroeconomic Factors on the Market
• 4.3 Market Drivers
  • 4.3.1 Third-Party Signal Loss Across Browsers and Mobile IDs
  • 4.3.2 Rising Spend on Privacy-Safe Contextual Targeting
  • 4.3.3 Growth of First-Party Data Activation and Retail Media Partnerships
  • 4.3.4 Expansion of AI-Led Semantic, Video, and CTV Contextual Analysis
  • 4.3.5 Standardization of Clean Room Interoperability
  • 4.3.6 Supply-Side Curation and Seller-Defined Audiences
• 4.4 Market Restraints
  • 4.4.1 Fragmented Privacy Regulations and Consent Governance Costs
  • 4.4.2 Limited Scale and Match Rates for Authenticated Identity
  • 4.4.3 Browser Storage Caps and Cookie Partitioning Weaken Persistence
  • 4.4.4 Publisher Yield Compression in Privacy-Safe Testing Environments
• 4.5 Industry Value Chain Analysis
• 4.6 Regulatory Landscape
• 4.7 Technological Outlook
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Bargaining Power of Buyers
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Threat of New Entrants
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Service Type
  • 5.1.1 Contextual Targeting Services
  • 5.1.2 First-Party Data Activation Services
  • 5.1.3 Data Clean Room Services
  • 5.1.4 Identity Alternative Services
  • 5.1.5 Measurement and Attribution Adaptation Services
• 5.2 By End-user Industry
  • 5.2.1 Retail and E-commerce
  • 5.2.2 Media and Entertainment
  • 5.2.3 Banking, Financial Services, and Insurance
  • 5.2.4 Healthcare and Life Sciences
  • 5.2.5 Travel and Hospitality
  • 5.2.6 Automotive
  • 5.2.7 Telecom and Technology
  • 5.2.8 Other End-user Industries
• 5.3 By Geography
  • 5.3.1 North America
    • 5.3.1.1 United States
    • 5.3.1.2 Canada
    • 5.3.1.3 Mexico
  • 5.3.2 South America
    • 5.3.2.1 Brazil
    • 5.3.2.2 Argentina
    • 5.3.2.3 Chile
    • 5.3.2.4 Rest of South America
  • 5.3.3 Europe
    • 5.3.3.1 Germany
    • 5.3.3.2 United Kingdom
    • 5.3.3.3 France
    • 5.3.3.4 Italy
    • 5.3.3.5 Spain
    • 5.3.3.6 Netherlands
    • 5.3.3.7 Russia
    • 5.3.3.8 Rest of Europe
  • 5.3.4 Asia-Pacific
    • 5.3.4.1 China
    • 5.3.4.2 Japan
    • 5.3.4.3 India
    • 5.3.4.4 South Korea
    • 5.3.4.5 Australia
    • 5.3.4.6 Singapore
    • 5.3.4.7 Indonesia
    • 5.3.4.8 Rest of Asia-Pacific
  • 5.3.5 Middle East
    • 5.3.5.1 Saudi Arabia
    • 5.3.5.2 United Arab Emirates
    • 5.3.5.3 Turkey
    • 5.3.5.4 Rest of Middle East
  • 5.3.6 Africa
    • 5.3.6.1 South Africa
    • 5.3.6.2 Nigeria
    • 5.3.6.3 Kenya
    • 5.3.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Google LLC
  • 6.4.2 Amazon.com, Inc.
  • 6.4.3 The Trade Desk, Inc.
  • 6.4.4 LiveRamp Holdings, Inc.
  • 6.4.5 Criteo S.A.
  • 6.4.6 Adobe Inc.
  • 6.4.7 PubMatic, Inc.
  • 6.4.8 Integral Ad Science Holding Corp.
  • 6.4.9 Lotame Solutions, Inc.
  • 6.4.10 Quantcast Corporation
  • 6.4.11 Snowflake Inc.
  • 6.4.12 Acxiom LLC
  • 6.4.13 InfoSum Ltd.
  • 6.4.14 InMobi Pte. Ltd.
  • 6.4.15 Microsoft Corporation
  • 6.4.16 Oracle Corporation
  • 6.4.17 Nexxen International Ltd.
  • 6.4.18 Permutive, Inc.
  • 6.4.19 ID5 Technology Limited
  • 6.4.20 OpenX Software Ltd.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment