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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

Toni Hukkanen

Head of Design

Creative Direction, Brand Direction

Third-party cookies are the secret detectors of your browsing activities. They are used to gather the interest of the users and hence it helps the business to show personalized ads to their customers according to their browsing habits and interests sometimes even without the user’s consent.

They are present on over 80% of the top 1,000 websites. This indicates the widespread use of these cookies for tracking users across the web.

But now as people become extra aware of their privacy, there’s a big controversy in the air regarding third-party cookies. They have been criticized for their secret tracking practice without any transparency. Moreover, lately, the world witnessed issues of data breaches, ad fraud, and proliferation due to third-party cookies.

They are present on over 80% of the top 1,000 websites. This indicates the widespread use of these cookies for tracking users across the web.

The rise of privacy-focused technologies

With the rise of privacy concerns, while browsing, there’s an immerge in technology to protect people’s online security. And for that few browsing extensions take place. There are many ad blockers like Ghostry and Privacy Badger that not only block online ads but also prevent your browsing from getting tracked from these cookies without your permission.

As concerns over online privacy continue to grow, privacy-focused browser features and extensions are gaining popularity, offering users more control over their online data. Furthermore, extensions like uBlock Origin and Adlock instantly inform you if you’re getting scanned by any hidden third-party cookie at any website you visit. They’ll immediately block those websites and ensure to keep your browsing private and secure.

The tech giants stand on third-party cookie controversy

As online privacy issues give rise to conflicts around third-party cookies. Concerns over internet privacy have helped big tech companies reevaluate the use of third-party cookies in recent years. For instance, to reduce third-party cookie monitoring, Apple's Safari browser implemented Intelligent monitoring Prevention (ITP) in 2017.

Similar to this, Mozilla's Firefox added Enhanced Tracking Protection (ETP) in 2019, which by default blocks cookies from third parties. Both businesses place a strong emphasis on consumer privacy and keep improving their offerings.

In 2020, Google declared that it will gradually stop supporting third-party cookies. Google started the transition to a cookieless future on January 4th, 2024, by removing third-party cookies for 1% of Chrome users. This is a major advancement in internet privacy protection and impacts around 30 million people worldwide.

Furthermore, governments worldwide are taking online privacy protection more seriously. Legislation similar to the CCPA in California and the GDPR in Europe is being made. These guidelines are designed to regulate how businesses gather and use personal internet data.

The tech giants stand on third-party cookie controversy

The impacts of cookieless future

The Transition into a cookieless future promises big changes in online advertising and data handling. Here's what you can expect.

The users then have better control over the privacy of their online data. and hence the digital world will be more transparent and trustworthy.
As the marketers then won’t have much knowledge about interests while browsing, it’ll eventually stop them from making those super-targeted and tailor-made ads for you.
The data analyzers will then have to give a makeover to the tools they’re using to analyze data as they won’t be able to track the website visit and make personalized ads.
The first-party cookie data will become a big part of data analysis.
Social media platforms like TikTok and Instagram will become even more important for reaching people and learning about their interests.

The Transition into a cookieless future promises big changes in online advertising and data handling. Here's what you can expect.

The users then have better control over the privacy of their online data. and hence the digital world will be more transparent and trustworthy.
As the marketers then won’t have much knowledge about interests while browsing, it’ll eventually stop them from making those super-targeted and tailor-made ads for you.
The data analyzers will then have to give a makeover to the tools they’re using to analyze data as they won’t be able to track the website visit and make personalized ads.
The first-party cookie data will become a big part of data analysis.
Social media platforms like TikTok and Instagram will become even more important for reaching people and learning about their interests.

The Transition into a cookieless future promises big changes in online advertising and data handling. Here's what you can expect.

The users then have better control over the privacy of their online data. and hence the digital world will be more transparent and trustworthy.
As the marketers then won’t have much knowledge about interests while browsing, it’ll eventually stop them from making those super-targeted and tailor-made ads for you.
The data analyzers will then have to give a makeover to the tools they’re using to analyze data as they won’t be able to track the website visit and make personalized ads.
The first-party cookie data will become a big part of data analysis.
Social media platforms like TikTok and Instagram will become even more important for reaching people and learning about their interests.

7 ways to prepare your business for a cookieless future

Preparing your business for a cookieless future requires strategic planning and adaptation to changing digital marketing landscapes. Here are some steps to consider.

Start reviewing your data collection practices by focusing more on first-party data directly from your website or app through an opt-in mechanism.
Make strategies that encourage users to tell their preferences willingly and transparently.
Contextual targeting is a better option for your advertising strategy since it bases ad delivery on the content of the website rather than the actions of specific users.
Look at other tracking mechanisms, like advertising IDs, IP addresses, and device IDs.
Obtain explicit consent from users before collecting their information so that the users can build trust in your brand.
Analyze attribution methods that give engagement measurements and direct interactions over cross-site tracking.
Invest in other marketing channels like email marketing, social media advertising, influencer partnerships, and content marketing.

Preparing your business for a cookieless future requires strategic planning and adaptation to changing digital marketing landscapes. Here are some steps to consider.

Start reviewing your data collection practices by focusing more on first-party data directly from your website or app through an opt-in mechanism.
Make strategies that encourage users to tell their preferences willingly and transparently.
Contextual targeting is a better option for your advertising strategy since it bases ad delivery on the content of the website rather than the actions of specific users.
Look at other tracking mechanisms, like advertising IDs, IP addresses, and device IDs.
Obtain explicit consent from users before collecting their information so that the users can build trust in your brand.
Analyze attribution methods that give engagement measurements and direct interactions over cross-site tracking.
Invest in other marketing channels like email marketing, social media advertising, influencer partnerships, and content marketing.

Preparing your business for a cookieless future requires strategic planning and adaptation to changing digital marketing landscapes. Here are some steps to consider.

Start reviewing your data collection practices by focusing more on first-party data directly from your website or app through an opt-in mechanism.
Make strategies that encourage users to tell their preferences willingly and transparently.
Contextual targeting is a better option for your advertising strategy since it bases ad delivery on the content of the website rather than the actions of specific users.
Look at other tracking mechanisms, like advertising IDs, IP addresses, and device IDs.
Obtain explicit consent from users before collecting their information so that the users can build trust in your brand.
Analyze attribution methods that give engagement measurements and direct interactions over cross-site tracking.
Invest in other marketing channels like email marketing, social media advertising, influencer partnerships, and content marketing.

7 Ways to Prepare Your Business For a Cookieless Future

We believe in future proof marketing

Accepting the cookieless future might feel overwhelming, but it's also a chance to prioritize meaningful connections with your audience while honoring their privacy. By staying updated on industry shifts, experimenting with alternative targeting approaches, and incorporating privacy-centric tools, you can confidently adapt to the evolving landscape and excel in a cookie-free world.

At FOR® Agency, we help businesses craft, articulate and consistently follow brand experiences that value consumer rights and concerns while ensuring they're future proof. Let's work together to create smart strategies that align with your goals.