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Cookieless Future
Online Privacy
Data Protection
Privacy Regulations
User Data
ARTICLE #26
A future without cookies
Tag
Cookieless Future
Tag
Online Privacy
Tag
Data Protection
Tag
Privacy Regulations
Tag
User Data
Written by:
5 min read
Updated on: April 18, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Third-party cookies work a bit like secret detectives, quietly following your online habits. These small data files keep tabs on your browsing so businesses can serve ads tailored to your apparent interests often without explicit permission. They pop up across over 80% of the top 1,000 websites, so they’re practically everywhere. But their hidden activity has caused plenty of worry among those who take privacy seriously.
Recent headlines have put data breaches, ad fraud, and other shady cookie dealings squarely in the public eye. Many are questioning how such tiny snippets of code came to wield so much power over personal information and they’re calling for a serious overhaul in how online tracking is handled. Add to that a growing push for transparency, and the stage is set for major changes in the digital world.
Third-party cookies work a bit like secret detectives, quietly following your online habits. These small data files keep tabs on your browsing so businesses can serve ads tailored to your apparent interests often without explicit permission. They pop up across over 80% of the top 1,000 websites, so they’re practically everywhere. But their hidden activity has caused plenty of worry among those who take privacy seriously.
Recent headlines have put data breaches, ad fraud, and other shady cookie dealings squarely in the public eye. Many are questioning how such tiny snippets of code came to wield so much power over personal information and they’re calling for a serious overhaul in how online tracking is handled. Add to that a growing push for transparency, and the stage is set for major changes in the digital world.
The rise of privacy-focused technologies
The rise of privacy-focused technologies
As louder calls for privacy echo across the web, a new wave of tools is rolling out to shield users from sneaky data collectors. Ghostery, Privacy Badger, uBlock Origin, and Adlock are just a few browser extensions aiming to root out stealthy third-party cookies. The moment they detect suspicious activity, they issue an alert and block the offending element outright.
These services are more than digital bouncers; they symbolise a wider shift toward giving users real control over their online footprints. By filtering out hidden trackers, they help ensure that ads or other promotional messages, respect personal boundaries. Their growing popularity indicates that people are done with opaque data-sharing practices and want a fairer exchange, where advertisers must be upfront about how they gather and use information.
As louder calls for privacy echo across the web, a new wave of tools is rolling out to shield users from sneaky data collectors. Ghostery, Privacy Badger, uBlock Origin, and Adlock are just a few browser extensions aiming to root out stealthy third-party cookies. The moment they detect suspicious activity, they issue an alert and block the offending element outright.
These services are more than digital bouncers; they symbolise a wider shift toward giving users real control over their online footprints. By filtering out hidden trackers, they help ensure that ads or other promotional messages, respect personal boundaries. Their growing popularity indicates that people are done with opaque data-sharing practices and want a fairer exchange, where advertisers must be upfront about how they gather and use information.
The tech giants stand on third-party cookie controversy
Third-party cookies have been scrutinised for quite a while—almost like a houseguest who’s overstayed their welcome. In 2017, Apple made a clear move with Safari’s Intelligent Tracking Prevention, aiming to clamp down on covert cookie-based tracking. Mozilla took a similar path in 2019 with Firefox’s Enhanced Tracking Protection, automatically turning away many third-party cookies behind the scenes. The main takeaway? People should have a straightforward say in how and when their data is used.
Google followed in 2020 by announcing its plan to phase out third-party cookies in Chrome. On 4 January 2024, the company took a practical step by removing these cookies for 1% of Chrome users worldwide—roughly 30 million individuals. Meanwhile, governments are stepping in with measures like California’s CCPA and Europe’s GDPR, forcing businesses to give privacy the attention it deserves. All of this signals a broader shift toward data practices that treat user privacy as a core principle, rather than a footnote in the fine print.
Third-party cookies have been scrutinised for quite a while—almost like a houseguest who’s overstayed their welcome. In 2017, Apple made a clear move with Safari’s Intelligent Tracking Prevention, aiming to clamp down on covert cookie-based tracking. Mozilla took a similar path in 2019 with Firefox’s Enhanced Tracking Protection, automatically turning away many third-party cookies behind the scenes. The main takeaway? People should have a straightforward say in how and when their data is used.
Google followed in 2020 by announcing its plan to phase out third-party cookies in Chrome. On 4 January 2024, the company took a practical step by removing these cookies for 1% of Chrome users worldwide—roughly 30 million individuals. Meanwhile, governments are stepping in with measures like California’s CCPA and Europe’s GDPR, forcing businesses to give privacy the attention it deserves. All of this signals a broader shift toward data practices that treat user privacy as a core principle, rather than a footnote in the fine print.
The impacts of cookieless future
Losing third-party cookies promises noticeable shifts for both internet ads and data handling. People stand to gain stronger control over how their details are used, ideally creating a more open, straightforward web. Marketers, on the other hand, will face new challenges in reaching audiences as precisely as before. Below are key areas where these changes could truly stand out.
Personal privacy boost
Without those behind-the-scenes cookies trailing every click, users can breathe a bit easier. Privacy advocates argue this could spark a healthier digital environment where people know exactly what’s being collected and why. It also means fewer targeted messages that might feel intrusive. Granted, removing third-party cookies doesn’t erase all forms of data collection, but it puts boundaries on the most pervasive tracking tools. For many, that’s a welcome step toward a web where personal data isn’t automatically up for grabs.
Ad targeting hurdles
Marketers have long leaned on third-party cookies to fuel granular targeting. The absence of this resource means campaigns may be less pinpointed, forcing ad teams to find fresh methods for connecting with audiences. Some will switch to contextual advertising, matching ads to page content rather than user profiles. Others might double down on first-party data, gleaned from interactions on their own platforms. In short, advertisers who adapt quickly could thrive, while those clinging to old strategies may find themselves playing catch-up.
Analytics adaptation
Data teams can’t rely on the same wide-reaching insights they once had. With fewer third-party cookies in the mix, analytics must shift toward first-party and aggregated data. Tools that measure behaviour exclusively on your own site become more important, while cross-site tracking metrics slip away. It’s a shift that could prompt marketing specialists to rethink how they gauge success. Instead of hyper-personalised campaigns, the focus might move to broader audience segments or real-time user interactions, driving more inventive data strategies.
Greater reliance on platform data
Social media sites like TikTok and Instagram already run their own data ecosystems. As third-party cookies fade, these platforms could grow even more essential for businesses aiming to reach specific audiences. Brands may lean on built-in analytics and paid tools to gather insights, as external tracking methods vanish. Though this setup keeps targeting options alive, it also means advertisers must respect each platform’s policies and limitations. Balancing deeper access to user data with a sense of transparency becomes the new tightrope act.
Losing third-party cookies promises noticeable shifts for both internet ads and data handling. People stand to gain stronger control over how their details are used, ideally creating a more open, straightforward web. Marketers, on the other hand, will face new challenges in reaching audiences as precisely as before. Below are key areas where these changes could truly stand out.
Personal privacy boost
Without those behind-the-scenes cookies trailing every click, users can breathe a bit easier. Privacy advocates argue this could spark a healthier digital environment where people know exactly what’s being collected and why. It also means fewer targeted messages that might feel intrusive. Granted, removing third-party cookies doesn’t erase all forms of data collection, but it puts boundaries on the most pervasive tracking tools. For many, that’s a welcome step toward a web where personal data isn’t automatically up for grabs.
Ad targeting hurdles
Marketers have long leaned on third-party cookies to fuel granular targeting. The absence of this resource means campaigns may be less pinpointed, forcing ad teams to find fresh methods for connecting with audiences. Some will switch to contextual advertising, matching ads to page content rather than user profiles. Others might double down on first-party data, gleaned from interactions on their own platforms. In short, advertisers who adapt quickly could thrive, while those clinging to old strategies may find themselves playing catch-up.
Analytics adaptation
Data teams can’t rely on the same wide-reaching insights they once had. With fewer third-party cookies in the mix, analytics must shift toward first-party and aggregated data. Tools that measure behaviour exclusively on your own site become more important, while cross-site tracking metrics slip away. It’s a shift that could prompt marketing specialists to rethink how they gauge success. Instead of hyper-personalised campaigns, the focus might move to broader audience segments or real-time user interactions, driving more inventive data strategies.
Greater reliance on platform data
Social media sites like TikTok and Instagram already run their own data ecosystems. As third-party cookies fade, these platforms could grow even more essential for businesses aiming to reach specific audiences. Brands may lean on built-in analytics and paid tools to gather insights, as external tracking methods vanish. Though this setup keeps targeting options alive, it also means advertisers must respect each platform’s policies and limitations. Balancing deeper access to user data with a sense of transparency becomes the new tightrope act.
7 ways to prepare your business for a cookieless future
Planning for a world without third-party cookies involves thoughtful decisions and a flair for adapting your marketing tactics. Focusing on what truly resonates with customers, rather than simply monitoring them, can lead to stronger bonds in the long run. Below are practical moves you could explore to keep campaigns effective even as the old tracking methods start slipping away.
1. Shift to first-party data
Rather than relying on outside trackers, gather insights straight from your own site or app. Incorporate clear opt-ins that show people exactly what info they’re giving you. This approach respects privacy and allows users to decide what they share. Meanwhile, the data you collect can still guide robust marketing moves, just without leaning on third-party cookies. Consider setting up preference centres, where customers can select topics or products they want to hear about. A system like this builds trust, because visitors see a direct exchange of value.
2. Encourage voluntary sharing
Sometimes called “zero-party data,” voluntarily offered details can become a genuine goldmine for marketers who use it responsibly. Maybe you create quizzes, polls, or loyalty programmes that prompt visitors to reveal their interests at their own pace. When people share information openly, it feels less invasive, strengthening the bond between brand and user. This also has the advantage of higher accuracy, users are telling you exactly what they want, rather than having a cookie guess. Everyone wins, and you maintain a respectful stance on privacy.
3. Embrace contextual targeting
Instead of following users everywhere, align your ads with the broader themes of the webpage itself. For instance, a sports gear company might place ads on fitness blogs or workout-related posts. This allows you to remain relevant without poking around someone’s online habits. Ads appear in an environment where they naturally fit, and the overall experience feels more seamless. While you might not reach people who visited a specific product page last week, contextual placements can still deliver results and save you from privacy headaches.
4. Explore alternative tracking IDs
When third-party cookies vanish, some advertisers turn to other markers like device IDs or IP addresses. These options can partially replace lost data streams, though they require caution and clarity. Each method brings its own rules around consent and user rights. For instance, IP-based tracking could still raise privacy flags if it’s not handled with transparency. The key is making sure your audience understands what you’re collecting and why. If you keep them in the loop, you can maintain trust while pursuing targeted campaigns.
5. Secure explicit consent
Before gathering personal information, be upfront about your intentions. Show people exactly how their data will be stored, used, and protected. This level of honesty prompts fewer surprises down the road and builds an atmosphere of respect. Tools such as cookie banners or detailed preference centres let users decide what to share. Regulations like GDPR and CCPA also encourage you to be thorough with consent. When you’re transparent from the start, you’re far less likely to run into backlash later, preserving good faith on both sides.
6. Refine attribution approaches
Old-school methods that rely on third-party cookies to trace a user’s path across multiple domains are losing steam. To keep measuring effectiveness, you might focus on first-touch or last-touch attribution within your own digital channels. Alternatively, think about event-based metrics, how do customers respond to emails, social media posts, or on-site pop-ups? Metrics like time on page or subscription sign-ups can stand in for cross-domain browsing data. These refined angles can still reveal valuable insights, even if they’re no longer as detailed or sweeping.
7. Invest in varied marketing channels
If you’re accustomed to retargeting based on cross-site tracking, now’s a good time to diversify. Explore email marketing, paid social ads, influencer collaborations, or old-fashioned direct outreach, each method brings its own strengths. Because these channels don’t rely heavily on third-party cookies, you’ll be less exposed when those cookies disappear for good. Diversifying also lessens your risk if any one channel dries up. By being flexible, you stay connected to potential customers while honouring a more privacy-oriented digital culture.
Planning for a world without third-party cookies involves thoughtful decisions and a flair for adapting your marketing tactics. Focusing on what truly resonates with customers, rather than simply monitoring them, can lead to stronger bonds in the long run. Below are practical moves you could explore to keep campaigns effective even as the old tracking methods start slipping away.
1. Shift to first-party data
Rather than relying on outside trackers, gather insights straight from your own site or app. Incorporate clear opt-ins that show people exactly what info they’re giving you. This approach respects privacy and allows users to decide what they share. Meanwhile, the data you collect can still guide robust marketing moves, just without leaning on third-party cookies. Consider setting up preference centres, where customers can select topics or products they want to hear about. A system like this builds trust, because visitors see a direct exchange of value.
2. Encourage voluntary sharing
Sometimes called “zero-party data,” voluntarily offered details can become a genuine goldmine for marketers who use it responsibly. Maybe you create quizzes, polls, or loyalty programmes that prompt visitors to reveal their interests at their own pace. When people share information openly, it feels less invasive, strengthening the bond between brand and user. This also has the advantage of higher accuracy, users are telling you exactly what they want, rather than having a cookie guess. Everyone wins, and you maintain a respectful stance on privacy.
3. Embrace contextual targeting
Instead of following users everywhere, align your ads with the broader themes of the webpage itself. For instance, a sports gear company might place ads on fitness blogs or workout-related posts. This allows you to remain relevant without poking around someone’s online habits. Ads appear in an environment where they naturally fit, and the overall experience feels more seamless. While you might not reach people who visited a specific product page last week, contextual placements can still deliver results and save you from privacy headaches.
4. Explore alternative tracking IDs
When third-party cookies vanish, some advertisers turn to other markers like device IDs or IP addresses. These options can partially replace lost data streams, though they require caution and clarity. Each method brings its own rules around consent and user rights. For instance, IP-based tracking could still raise privacy flags if it’s not handled with transparency. The key is making sure your audience understands what you’re collecting and why. If you keep them in the loop, you can maintain trust while pursuing targeted campaigns.
5. Secure explicit consent
Before gathering personal information, be upfront about your intentions. Show people exactly how their data will be stored, used, and protected. This level of honesty prompts fewer surprises down the road and builds an atmosphere of respect. Tools such as cookie banners or detailed preference centres let users decide what to share. Regulations like GDPR and CCPA also encourage you to be thorough with consent. When you’re transparent from the start, you’re far less likely to run into backlash later, preserving good faith on both sides.
6. Refine attribution approaches
Old-school methods that rely on third-party cookies to trace a user’s path across multiple domains are losing steam. To keep measuring effectiveness, you might focus on first-touch or last-touch attribution within your own digital channels. Alternatively, think about event-based metrics, how do customers respond to emails, social media posts, or on-site pop-ups? Metrics like time on page or subscription sign-ups can stand in for cross-domain browsing data. These refined angles can still reveal valuable insights, even if they’re no longer as detailed or sweeping.
7. Invest in varied marketing channels
If you’re accustomed to retargeting based on cross-site tracking, now’s a good time to diversify. Explore email marketing, paid social ads, influencer collaborations, or old-fashioned direct outreach, each method brings its own strengths. Because these channels don’t rely heavily on third-party cookies, you’ll be less exposed when those cookies disappear for good. Diversifying also lessens your risk if any one channel dries up. By being flexible, you stay connected to potential customers while honouring a more privacy-oriented digital culture.
Frequently Asked Questions
How will a cookie-free future impact digital marketing?
Cookies have long powered tracking user behavior, retargeting ads, and crafting personalised content that feels almost too spot-on. Marketers will need to adopt to privacy-first strategies like first-party data, gathered straight from customers, or contextual targeting, where ads align with the page’s vibe. The new ad models prioritise user consent over sneaky tracking, forcing a rethinking of the "lazy" habits marketers have fallen into. In the end, building trust and authentic customer relationships might just take the place of invasive tactics but only if marketers adapt rather than cling to outdated methods.
What are the alternatives to cookies for tracking users?
Cookies are fading, but tracking isn’t disappearing. Fingerprinting uses device and browser quirks to identify users, although it does feel a bit shady. Server-side tracking keeps the data in-house, bypassing browser restrictions. The best alternative is using first-party data, collected with clear user consent. It’s the cleanest method, as long as customers aren’t bombarded with constant consent requests. Then there’s Google’s Privacy Sandbox, which aims to deliver anonymised insights without leaning on third-party cookies.
Will advertising become less effective without cookies?
Without cookies, ads might not be as laser-targeted, but that doesn’t mean they’ll fail. Hyper-personalised ads often annoy more than they impress anyway. A cookie-free world will push advertisers towards contextual ads that naturally blend with content, no personal data needed. Plus, first-party data opens the door to genuine customer relationships, replacing the feeling of being stalked with something more authentic.
We believe in future proof marketing
Leaving third-party cookies behind might feel like parting ways with a familiar sidekick, but it offers a genuine opportunity to forge real connections without snooping around anyone’s private browsing habits. Keeping an eye on privacy policies, testing alternative targeting strategies, and selecting tools that champion individual rights can still make your brand shine, no stealth required.
Here’s the upside: fewer cookies mean fewer raised eyebrows about how personal data is scooped up. Embracing openness and putting people’s comfort first can strengthen loyalty and spark honest engagement. When users sense that you respect their boundaries, they’ll stick with you for reasons beyond a single click or sale. The future of digital marketing doesn’t have to be murky. It can be a space where trust drives growth, and everyone wins in the long run.
Frequently Asked Questions
How will a cookie-free future impact digital marketing?
Cookies have long powered tracking user behavior, retargeting ads, and crafting personalised content that feels almost too spot-on. Marketers will need to adopt to privacy-first strategies like first-party data, gathered straight from customers, or contextual targeting, where ads align with the page’s vibe. The new ad models prioritise user consent over sneaky tracking, forcing a rethinking of the "lazy" habits marketers have fallen into. In the end, building trust and authentic customer relationships might just take the place of invasive tactics but only if marketers adapt rather than cling to outdated methods.
What are the alternatives to cookies for tracking users?
Cookies are fading, but tracking isn’t disappearing. Fingerprinting uses device and browser quirks to identify users, although it does feel a bit shady. Server-side tracking keeps the data in-house, bypassing browser restrictions. The best alternative is using first-party data, collected with clear user consent. It’s the cleanest method, as long as customers aren’t bombarded with constant consent requests. Then there’s Google’s Privacy Sandbox, which aims to deliver anonymised insights without leaning on third-party cookies.
Will advertising become less effective without cookies?
Without cookies, ads might not be as laser-targeted, but that doesn’t mean they’ll fail. Hyper-personalised ads often annoy more than they impress anyway. A cookie-free world will push advertisers towards contextual ads that naturally blend with content, no personal data needed. Plus, first-party data opens the door to genuine customer relationships, replacing the feeling of being stalked with something more authentic.
We believe in future proof marketing
Leaving third-party cookies behind might feel like parting ways with a familiar sidekick, but it offers a genuine opportunity to forge real connections without snooping around anyone’s private browsing habits. Keeping an eye on privacy policies, testing alternative targeting strategies, and selecting tools that champion individual rights can still make your brand shine, no stealth required.
Here’s the upside: fewer cookies mean fewer raised eyebrows about how personal data is scooped up. Embracing openness and putting people’s comfort first can strengthen loyalty and spark honest engagement. When users sense that you respect their boundaries, they’ll stick with you for reasons beyond a single click or sale. The future of digital marketing doesn’t have to be murky. It can be a space where trust drives growth, and everyone wins in the long run.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®