In digital marketing, third-party cookies have long been used to track users, personalise experiences, and measure advertising performance. But growing privacy concerns and stronger data regulations are bringing this era to a close. With Google planning to phase out third-party cookies in Chrome by Q4 2025 (Google, 2024), businesses are now facing a new challenge: how to engage audiences without compromising privacy.
This article explores the future of marketing in a cookieless world, focusing on privacy-safe data strategies that protect user rights while ensuring marketing effectiveness.
Why Third-Party Cookies Are Being Phased Out
Third-party cookies are small pieces of code placed on a user’s browser by a website other than the one they are visiting. These cookies allow advertisers to:
- Track user behaviour across multiple sites,
- Deliver targeted ads, and
- Measure campaign performance.
However, most users are unaware of the extent of tracking, and few give clear, informed consent.
According to Pew Research Center (2023), 79% of U.S. adults are concerned about how companies use their data, and 81% feel they have little control over what information is collected. These concerns have led to a growing backlash and new regulations like:
- GDPR (General Data Protection Regulation – EU),
- CCPA/CPRA (California Consumer Privacy Act / Privacy Rights Act – USA),
- PDPA (Personal Data Protection Act – Singapore).
Browser developers have also responded:
- Safari and Firefox already block third-party cookies by default.
- Google Chrome, the most widely used browser globally, is set to follow by the end of 2025 (Google, 2024).
What Is Cookieless Marketing?
Cookieless marketing refers to privacy-respecting methods of collecting and using customer data without relying on third-party cookies. These include:
- First-party and zero-party data,
- Contextual targeting,
- Consent-driven analytics, and
- Privacy-safe advertising technologies.
This shift is not about losing data — it’s about gaining ethical, trusted, and permission-based insights.
The Impact on Advertisers and Marketers
Without third-party cookies, marketers will face challenges in:
- Retargeting users who leave a website,
- Performing multi-touch attribution,
- Running personalised programmatic ads.
A survey by Adobe and Digiday (2023) reported that 74% of marketers expect digital advertising to change significantly after cookies are phased out. More than 40% of respondents feared a decline in ad performance unless new strategies are adopted.
Privacy-Safe Data Strategies for a Cookieless Future
To succeed in the cookieless era, marketers must prioritise user trust and data compliance while continuing to deliver meaningful customer experiences. Below are key strategies to consider.
1. Build First-Party Data Capabilities
First-party data is information collected directly from users via your own platforms — such as websites, mobile apps, emails, or purchase records. It is more reliable, accurate, and privacy-compliant than third-party data.
How to collect first-party data:
- Encourage email sign-ups,
- Use loyalty programs or app registrations,
- Track website behaviour using tools like Google Tag Manager Server-Side.
According to McKinsey & Company (2021), companies that activate first-party data across their marketing efforts can generate up to 2.9 times more revenue and 1.5 times better cost efficiency than peers.
2. Embrace Zero-Party Data
Zero-party data is data that customers intentionally share, such as preferences, needs, or interests. It is the most transparent and privacy-friendly data source because users provide it voluntarily.
How to collect it:
- Include preference centers in your onboarding flow,
- Use surveys, polls, or product quizzes,
- Ask for communication preferences during sign-up.
Brands like Sephora and L’Oréal use quizzes and interactive content to collect user preferences and provide personalised recommendations (Salesforce, 2023).
3. Shift to Contextual Targeting
Rather than targeting users based on behaviour, contextual advertising places ads based on the content of a webpage — for example, showing travel ads on a travel blog.
Advantages:
- No tracking of personal data,
- Compliant with GDPR and CCPA,
- Effective for brand safety and awareness campaigns.
A study by GumGum (2022) found that contextual ads increased purchase intent by 63% compared to behavioural ads, especially in privacy-conscious segments.
4. Adopt Google’s Privacy Sandbox Tools
Google’s Privacy Sandbox offers a range of new technologies aimed at replacing cookies with privacy-preserving alternatives:
- Topics API: Replaces interest-based targeting using browser-side data.
- Protected Audience API: Supports remarketing without tracking individuals across sites.
- Attribution Reporting API: Measures ad effectiveness while protecting user identities.
These tools are still being tested, but early adoption gives brands a head start.
Read more: https://privacysandbox.com/
5. Strengthen Consent and Transparency
Consent is more than a legal checkbox — it’s a relationship-building tool.
Best practices:
- Use clear and simple language in cookie banners,
- Let users customise their preferences,
- Make privacy policies easy to read.
Tools like OneTrust, TrustArc, and Usercentrics offer enterprise-grade consent management platforms.
6. Explore Data Clean Rooms and Identity Solutions
Data clean rooms are secure environments where brands and publishers can analyse customer data collaboratively without sharing raw information. Examples include:
- Google Ads Data Hub
- Amazon Marketing Cloud
Identity solutions, such as Unified ID 2.0, allow marketers to use encrypted email-based identifiers for targeting — with explicit user consent.
These technologies help maintain targeting accuracy while staying compliant with privacy laws.
7. Double Down on CRM and Email Marketing
With cookie-based retargeting fading, email marketing becomes more powerful. Marketers can:
- Create personalised journeys using email behaviour,
- Segment based on purchase history or engagement,
- Use dynamic content in newsletters and promotions.
According to Litmus (2023), email marketing delivers an average ROI of $36 for every $1 spent, making it one of the most cost-effective privacy-respecting channels.
Real-World Examples
The New York Times
In 2020, The New York Times phased out third-party cookies from its ad business. By focusing on first-party subscriber data, the company achieved double-digit revenue growth and improved reader engagement (Digiday, 2021).
L’Oréal
The beauty brand uses zero-party data through online quizzes and app interactions to provide personalised product recommendations — increasing conversion rates while respecting privacy.
What to Avoid in a Cookieless World
- Over-collection: Collecting unnecessary data increases risk.
- Dark patterns: Misleading users to accept tracking violates trust — and law.
- Relying on outdated tech: Legacy tools that depend on cookies will underperform.
Future Outlook
Cookieless marketing aligns with global shifts toward digital responsibility, consumer protection, and trust-based branding. Brands that invest in privacy-first strategies today will be better positioned for:
- Compliance with emerging regulations,
- Higher customer trust and loyalty,
- Improved long-term performance.
Note
The phase-out of third-party cookies is a wake-up call for the marketing world. It’s not just a technical adjustment — it’s a cultural shift toward transparency, responsibility, and respect for user privacy.
By embracing first-party and zero-party data, using consent-based tools, and adopting privacy-safe alternatives, marketers can continue to personalise experiences while protecting what matters most: user trust.
In the cookieless future, success belongs to brands that respect privacy and lead with ethics.
More Read
References
Adobe & Digiday. (2023). The cookieless future: How marketers are preparing. https://digiday.com
Google. (2024). Privacy Sandbox timeline. https://privacysandbox.com
GumGum. (2022). The impact of contextual advertising on purchase intent. https://gumgum.com
Litmus. (2023). State of Email Marketing. https://www.litmus.com
McKinsey & Company. (2021). The value of getting personalization right—or wrong—is multiplying. https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
Pew Research Center. (2023). Americans’ views about data privacy. https://www.pewresearch.org/internet/2023/03/20/americans-views-about-data-privacy/
Salesforce. (2023). State of the Connected Customer: 5th Edition. https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/
