Since Google announced that they will deprecate third-party cookies for Chrome the timeline has been anything but stable. Deadline extension and evolving strategies leave the marketing and advertising world in limbo. They’re giving us plenty to write about, to say the least. 

The phase-out of third-party cookies was to take place by the end of 2024. Then, Google announced that this would be delayed and gave an approximate timeline of early 2025. Now, VP of Privacy Sandbox, Anthony Chavez, has announced that they’re scraping the entire deprecation plan altogether. This has created more head-scratching questions than concrete answers about the future of third-party cookies and how the AdTech and MarTech industries should adapt.

Google's shifting strategy on third-party cookies

Chavez explained that feedback from stakeholders—including advertisers, publishers, and web developers—has led Google to reconsider its approach. The Privacy Sandbox API, which has undergone extensive testing, prompted the company to pivot toward offering users more control over their web browsing experience.

“Instead of deprecating third-party cookies,” Chavez stated, “we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time. We're discussing this new path with regulators and will engage with the industry as we roll this out.”

Details remain opaque. We have no clear timeline, and the specifics of this new user experience are still under a tarp. What’s clear is that after four years of planning, Google's product roadmap has changed.

The one certainty? Consumers will likely gain more control over their online privacy on Chrome, including the ability to opt out of cookies entirely.

Retargeting in a cookieless world

For many marketers and members of the advertising space, third-party cookies were the go-to source for retargeting campaigns. Now, first-party data in the cookieless world has emerged as a robust alternative, offering several advantages.

First-party data is inherently compliant and collected directly from users with their consent, which significantly reduces the risk of data breaches. Moreover, this data is lucratively valuable because it provides direct insights into user preferences, behaviors, and interests—crucial for refining marketing strategies.

Personalization has always been a cornerstone element for many businesses. In the cookieless world, first-party data allows marketers to create highly personalized retargeting campaigns. Just as Starbucks asks for your name when you make an order, or when Netflix tailors recommendations based on your watch history, marketers can leverage first-party data to deliver ads that resonate with their audience. For instance, knowing your customer’s purchase history enables you to craft campaigns that appeal directly to their interests, avoiding irrelevant offers.

Marketing in a cookieless world

Marketing in the cookieless world isn’t just possible—it’s necessary.

In addition to the benefits of first-party data, marketers should familiarize themselves with contextual advertising. This approach involves displaying ads that are relevant to the content a user is currently viewing, like beer advertisements at a pub, or a summer sale promotion on a DOOH display at a retail mall. 

Contextual advertising doesn’t rely on user profiles and historical behavior. It poses the advantage of feeling relevant within the context of where the person is, be it on a website or a physical location. Third-party-cookie-based marketing often appears without context– and people find this creepy. 

Understanding your audience is more critical than ever. As a provider of geospatial datasets and insights, we recognize the importance of knowing where your audience spends time, both online and offline. Third-party cookies could never fully capture this depth of insight. A click or a page view doesn’t equate to genuine interest—most online actions are as fleeting as glancing at a storefront without entering.

Real-world location data offers a significant advantage in a cookieless landscape. Unlike online behavior, physical location data is a stronger indicator of intent. When combined with first-party data, it can significantly enrich the personalization and contextual relevance of your ad campaigns.

Preparing for a cookieless world

Privacy concerns and the push for greater consumer control over data were the driving forces behind the anticipated removal of third-party cookies. While Google’s plans may be in flux, the shift toward a privacy-centric approach in data and marketing is irreversible. Respecting customer privacy will be the epicenter of modern marketing, as even Google’s Privacy Sandbox aims to balance compliance with personalized advertising.

Marketers must prioritize transparent data collection methods to succeed in this evolving landscape. First-party data can be gathered through website analytics, CRM systems, surveys, registration forms, customer feedback, and social media. Transparency with customers about what data you collect and why is essential.

Partnering with third-party data providers can accelerate data collection, but it’s crucial to ensure these partners are committed to privacy. For example, Echo sources, processes, and delivers first-party data to create geospatial datasets that are fully compliant with privacy standards.

Data quality is equally vital. Inaccurate or outdated data is useless and detrimental. Regularly updating datasets with the latest information is essential for maintaining accuracy and achieving the benefits of cookieless marketing strategies.

The AdTech and MarTech world is entering a new era, where third-party cookies play a diminished role, if any. While Google’s changing plans might confuse everyone, those who adapt by utilizing first-party data, investing in contextual advertising, and prioritizing privacy will be best positioned to thrive no matter what. A cookieless future might never truly be cookieless, but opportunities to innovate and build stronger, trusting relationships with consumers are here.