According to an article on Search Marketing Daily, the cookie-less concept “emerges from the need to track conversion paths and advertising on smartphones and across platforms, as consumers increase their use of multiple devices and media”.

In the article, TagMan global product director Ben Manning explains that TagMan tracks roughly 30% of activity from mobile devices running tag management across apps and websites. It also tracks advertising and marketing campaigns – like email, social, search and display – and clicks, as well as capturing data such as CRM on websites though tag management.

According to Manning, the cookie-less tracking allows TagMan to connect the consumer’s path across media and device channels as they must log in when using mobile apps.