UK content hub
    Article · Planning

    Cookieless targeting in the UK: how AMAP replaces device IDs with geography

    Why postcode-district signals out-perform deterministic IDs in the post-cookie UK landscape — and how to brief media partners.

    12 April 2026 6 min readby AMAP UK
    CookielessUK GDPRGeographCTV

    UK GDPR and PECR have made device-graph targeting fragile. AMAP turns geography into the primary signal, with no PII and no cookies — activating across ITVX, Channel 4, Sky, TTD, DV360, Meta and DOOH.

    The problem with UK device IDs

    Consent rates on UK publishers sit around 40–60%. Combined with Safari's ITP and Chrome's Privacy Sandbox, deterministic identifiers cover a shrinking minority of impressions — and never covered CTV well in the first place.

    Why postcode districts work

    • Postcode districts (e.g. SW1A, M3, EH1) are stable, modelled, and recognised by every major DSP and broadcaster.
    • They map cleanly to ITV regions, Channel 4 sales houses, and Sky AdSmart geos.
    • Aggregation removes any individual identifiability — fully aligned with UK GDPR Recital 26.
    Compliance note

    AMAP's UK pipeline carries no MAIDs, no hashed emails, and no household graphs. All signals are aggregated to geography before they leave Geograph.

    What to ask your media partner

    1. Can you accept postcode-district lists or ITV-region indices?
    2. Do you support polygon DOOH activation from the same audience?
    3. Will you report back at the same geographic resolution?
    Ready to see this in your stack?
    Book a UK demo