Insights // Engaing in a Post-Cookie World

The end of third-party cookies is more than a technical change — it’s a seismic shift in how advertisers understand and engage audiences. For agencies serving Hispanic brands, this change arrives at a critical moment. Hispanic Americans represent more than $3 trillion in annual purchasing power and are one of the fastest-growing and youngest populations in the U.S. They are mobile-first, heavy streamers, and culturally diverse. Yet many of the tools agencies once relied on to reach them are becoming obsolete.

Without cookies, advertisers face new blind spots: identity resolution becomes harder, measurement less reliable, and broad audience definitions even less effective. In multicultural advertising, where nuance and authenticity matter, these gaps threaten to undermine years of progress.

This paper explores what’s at stake in a post-cookie world and shows how Smoot provides a path forward — giving agencies the tools to engage Hispanic audiences with precision, transparency, and trust.
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1. The Challenge of a Post-Cookie World

For years, third-party cookies offered a convenient, if imperfect, way to track users and build audiences. Cookies refer to the tiny pieces of data stored in your browser that remember what you’ve done online. Advertisers have long used them to track behavior across websites and serve targeted ads. Because of growing privacy concerns, major browsers are phasing cookies out, forcing marketers to find new, privacy-friendly solutions and are left with significant challenges:

Identity blind spots
‍Without cookies, it’s harder to know who audiences are and how they behave across channels.

Fragmentation
‍Hispanic audiences consume media across bilingual and bicultural contexts — CTV, mobile apps, Spanish-language publishers — but reaching them cohesively is increasingly difficult.

Measurement gaps
‍Agencies struggle to prove ROI to their clients, especially when targeting multicultural audiences that don’t fit neatly into legacy data sets.

The risk is clear: without better solutions, Hispanic consumers — already too often treated as an afterthought in media buying — risk being underrepresented or mis-targeted.

2. Why Traditional Approaches Aren’t Enough

Many agencies respond to cookie deprecation by leaning more heavily on contextual buys or broad PMP lists. While well-intentioned, these strategies fall short. Buying Spanish-language inventory alone ignores the complexity of bilingual and bicultural audiences. Grouping all Hispanic consumers into one segment overlooks the diversity of origins, preferences, and behaviors. And when reporting remains opaque, clients lose confidence in whether their investment is truly paying off.

The result is campaigns that look good on paper but fail to build meaningful connections — and clients left questioning the value of their multicultural spend.

3. Smoot’s Solution

Smoot was built to solve exactly these challenges. In a world without cookies, advertisers don’t just need more data — they need smarter ways to build, reach, and measure audiences. Smoot delivers this in three key ways:

Tailored Audiences Beyond Broad Labels

Smoot uses AI to create audience segments that go deeper than “Hispanic.” Agencies can build nuanced groups such as bicultural millennials who stream Spanish-language content, or Spanish-preferred families shopping for authentic ingredients. These tailored audiences ensure messaging reaches the right consumers in the right cultural context.

Curated, Premium Inventory

Smoot curates inventory across high-quality Spanish-language publishers, multicultural CTV apps, and cross-channel environments. Instead of scattering spend across disconnected platforms, agencies gain access to inventory designed to resonate with Hispanic households.

Real-Time Transparency

Perhaps most importantly, Smoot gives agencies live visibility into which audiences and placements are driving ROI. No more waiting for end-of-month reports. Clients can see proof of performance as it happens, which builds trust and strengthens long-term partnerships.

4. A real life example

Consider a multicultural agency working with a Hispanic food brand to launch a new product line. The campaign is bilingual, running across CTV and display, designed to connect with families who value authentic ingredients.

Traditionally, the agency might have bought broadly defined “Hispanic” segments or relied on Spanish-language publishers alone. Reporting would come weeks later, offering little insight into which placements resonated or how bilingual consumers engaged.

With Smoot, the agency takes a different approach. It builds tailored segments — bicultural millennials streaming cooking shows, Spanish-preferred parents exploring recipe sites, U.S.-born Latinas browsing grocery apps. It then curates inventory across both Spanish-language and bilingual CTV platforms, ensuring the brand appears where cultural context matters.

Throughout the campaign, the client sees real-time performance dashboards, tracking impressions, engagement, and conversions across audience segments. The result is not only higher ROI, but also renewed confidence that their multicultural investment is working.

5. Building Authentic Connections in a Privacy-First Era

The shift away from cookies is forcing the industry to rethink old habits. For advertisers seeking to reach Hispanic audiences, this isn’t just a technical adjustment — it’s an opportunity. By moving beyond translation and generic targeting toward authentic, data-driven connections, agencies can finally deliver campaigns that reflect the true richness of Hispanic consumer identity.

Smoot makes that possible. With tailored audiences, curated inventory, and real-time transparency, agencies don’t have to choose between performance and authenticity. They can have both.

Next Steps

The post-cookie world is here, and the Hispanic market is too important to approach with outdated tools. Agencies that adapt now will not only protect performance, but also strengthen their role as trusted partners to brands serving Hispanic communities.