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ARTICLE #26

Table of contents

The rise of privacy-focused technologies

The tech giants stand on third-party cookie controversy

The impacts of cookieless future

7 ways to prepare your business for a cookieless future

We believe in future proof marketing

A future without cookies

Marketing

Written by:

4 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 are a bit like secret detectives, trailing your every online move. These small data files track browsing activities so businesses can present ads that match individual interests—often without clear permission. They show up on over 80% of the top 1,000 websites, which means they’re incredibly common. Yet their behind-the-scenes monitoring has raised concerns among people who value privacy above all else.

Recent headlines have thrown data breaches, ad fraud, and other shady cookie manoeuvres into the spotlight. People are starting to wonder how these tiny bits of code gained so much sway over personal data, and they’re pushing for a real shakeup in how online tracking is managed.

The rise of privacy-focused technologies

As louder demands for stricter privacy measures echo across the internet, a crop of new tools is stepping in to shield users from nosy trackers. Ghostery, Privacy Badger, uBlock Origin, and Adlock are just a handful of browser extensions that kick out intrusive ads and hunt for hidden third-party cookies. The second they detect something fishy, they send an alert and slam the door on the offending site.

Their surge in popularity suggests that more people want genuine control over their digital footprints and a future where online advertising is upfront about how it operates. With these innovations, the balance between delivering relevant ads and respecting personal boundaries might finally start tilting in favour of the user.

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.

The impacts of cookieless future

Life without third-party cookies promises noticeable changes for internet advertising and data practices. On one hand, people gain tighter control over their digital privacy, ideally leading to a more honest and open environment.

On the marketing side, the absence of wide-scale tracking means far fewer opportunities for highly specific ad targeting. Without that stream of browsing data, advertisers will lose a crucial edge in personalising campaigns. Data experts, too, will have to adapt their analytics tools. By relying on first-party cookie data collected directly from a company’s own website or app, organisations can still learn about user preferences, but they’ll face more limits than before.

Social media platforms like TikTok and Instagram could become even more valuable in pinpointing user interests, as these sites gather data on their own platforms rather than relying on third-party trackers.

7 ways to prepare your business for a cookieless future

Getting your business ready for a cookieless future calls for solid planning and a knack for handling changes in digital marketing. Here are a few steps you might find useful.

Shift to first-party data: Collect information directly on your website or app. Use clear opt-in steps so people know what they’re sharing.
Encourage voluntary sharing: Create methods that motivate visitors to share preferences openly, without feeling pressured.
Embrace contextual targeting: Place ads based on webpage content rather than browsing histories. This keeps campaigns relevant while respecting privacy.
Explore alternative tracking IDs: Advertising IDs, IP addresses, and device IDs can help fill the gap left by third-party cookies.
Secure explicit consent: Before collecting personal data, make sure users know why you need it. Trust grows when there’s honesty about data usage.
Refine attribution approaches: Instead of monitoring clicks across multiple sites, measure direct interactions and on-site engagement.
Invest in varied marketing channels: Email marketing, social media ads, influencer collaborations, and content marketing can all support growth when third-party cookie data starts to vanish.

Getting your business ready for a cookieless future calls for solid planning and a knack for handling changes in digital marketing. Here are a few steps you might find useful.

Shift to first-party data: Collect information directly on your website or app. Use clear opt-in steps so people know what they’re sharing.
Encourage voluntary sharing: Create methods that motivate visitors to share preferences openly, without feeling pressured.
Embrace contextual targeting: Place ads based on webpage content rather than browsing histories. This keeps campaigns relevant while respecting privacy.
Explore alternative tracking IDs: Advertising IDs, IP addresses, and device IDs can help fill the gap left by third-party cookies.
Secure explicit consent: Before collecting personal data, make sure users know why you need it. Trust grows when there’s honesty about data usage.
Refine attribution approaches: Instead of monitoring clicks across multiple sites, measure direct interactions and on-site engagement.
Invest in varied marketing channels: Email marketing, social media ads, influencer collaborations, and content marketing can all support growth when third-party cookie data starts to vanish.

We believe in future proof marketing

Stepping away from third-party cookies can feel like saying goodbye to an old friend, but it’s actually a chance to form genuine bonds without peeking into anyone’s private browsing. By keeping up with privacy trends, testing fresh targeting methods, and choosing data tools that value individual rights, brands can still stand out—no sneaky tactics required.

The best part? Fewer cookies mean fewer raised eyebrows about how personal details are gathered. Embrace honesty, build trust, and watch your marketing thrive in this updated digital world. When people know you respect their boundaries, they’ll stick around for all the right reasons.