Third-party Cookies Ending 2024: How Will this Affect Marketers?

Posted on 31st July 2023

In recent years, there has been a huge emphasis on user data protection – with new regulations being created and existing regulations being updated, marketers must keep on top of the changes. One of the most prominent upcoming changes is the demise of third-party cookies. But how will this affect marketers?

In this blog, we’ll be exploring how the demise of third-party cookies will affect marketers and the challenges that marketers may face. We’ll also be exploring how marketers can navigate this new era of online marketing.

What are third-party cookies?

Before we explore how the phasing out of third-party cookies will affect marketers, let’s determine what exactly third-party cookies are.

Third-party cookies are small text files stored on a user’s browser by websites they visit. They are created by domains other than the one the user is actively browsing and are commonly used for ad targeting, retargeting, and tracking user behavior across multiple websites.

This type of cookie has played a huge role in digital marketing activities – third party cookies enable advertisers and marketers to deliver personalized ads based on user activity and interests.

Why are third-party cookies ending?

If you’re in the marketing industry, you may be wondering why exactly third-party cookies are being phased out. This is primarily because of growing privacy concerns and changes to regulation.

Today, there is an increased emphasis on data privacy and consumer control over personal information. Because of this, third-party cookies have been linked to potential invasiveness and lack of transparency.

This has led to web browsers such as Google Chrome and Safari announcing plans to remove their support of these cookies – with user privacy in mind.

Google Chrome, Firefox and Safari will have eliminated support of third-party cookies by the end of 2024. Chrome had planned to phase out these cookies by early 2022, but pushed the date back in order to give advertisers and marketers time to plan for this change.

How will this impact marketers?

There’s no denying that marketers will face challenges following the elimination of third-party cookies. As a marketer, the demise of third-party cookies will impact your ability to deliver highly targeted/ personalized advertising and marketing strategies.

Many marketers heavily rely on third-party cookies to track user behavior and understand their preferences – without this data, you will need to explore other strategies.

Third-party cookies have played a huge role in measuring ad campaign performance and increasing conversions. You may face difficulties when tracking and measuring the effectiveness of your marketing campaigns across different touch points without the use of third-party cookies. This means you’ll need to explore new measurement technologies to gain an insight into the customer journey.

Likewise, the end of third-party cookies will have an impact on data sharing between publishers, advertisers and tech platforms. Many AdTech companies rely heavily on third-party cookies and data in order to target certain audiences. Because of this, you’ll need to consider alternative partnerships that use first-party data with privacy in mind.

There is currently a shift towards first-party data – and as a marketer, it’s time to move with the times and prioritize building relationships with your customers. Likewise, encourage voluntary data sharing, and begin investing in effective strategies such as loyalty programs or email marketing to acquire first-party data. Ultimately, first-party data will become essential for any personalized marketing campaign.

By embracing these changes, you can successfully navigate the marketing world without third-party cookies, and build strong connections with your customers.