Why We Bet Against Cookies (And Won)
We saw the privacy crackdown coming. Instead of fighting it with tracking pixels, we went back to basics: The URL. Here is why contextual data is our secret weapon.
A few years ago, we saw the writing on the wall. GDPR, CCPA, Safari's ITP, and the death of third-party cookies. The era of "surveillance marketing"—tracking users across the web to guess what they want—was ending.
We had a choice: Try to find clever workarounds to keep tracking people, or build something different.
Context > Identity
We decided to bet on Context. We realized we don't need to know who you are (your name, your age, your shoe size) to know what you want right now.
If you click a link from a "Budget Travel Guide," you want budget options. If you click a Google Ad for "Luxury Suites," you want luxury options. That information is right there in the click.
The Power of First-Party Data
GetIntent relies entirely on the data available in the request: the URL parameters, the referrer, and the device type. We don't need to cookie you. We don't need to follow you around the internet.
This makes our personalization privacy-proof. It works on Safari. It works with ad blockers. It works because it respects the user. We simply look at where they came from and open the door that makes the most sense. It turns out, that's all you ever really needed.