The end of third-party cookies Is no fortune cookie for marketers

Definitely no piece of cake anymore

Until early 2024, the situation was still different. Google Chrome, the last major browser that supported third-party cookies, has now pulled the plug. Safari and Firefox have been blocking these tracking cookies for years, and with the arrival of stricter privacy rules and the Digital Markets Act (DMA), there is no going back. For a long time, marketers were able to accurately track which websites and pages their target group visited, so campaigns continued to improve. But that era is now over.

The cookie has truly crumbled

Internet users have been critical of tracking and the idea that their online behavior was continuously being recorded for some time. The call for privacy received increasing acclaim, while trust in major tech companies declined. GDPR, the ePrivacy Regulation and other privacy laws have forced companies to become more transparent and give users more control over their data. Google, Microsoft and Apple have permanently said goodbye to third-party cookies.

What now? An online marketing strategy that depends on tracking data no longer has a future. Fortunately, there are plenty of alternatives. And the biggest win? A fresh look at your target group and business. Because doing what you've always done gives you the results you've always got. That is why below are three future-proof and proven solutions that can help you prevent the loss of third-party cookies.

1. A new recipe: bake your own cookies

Instead of collecting data from other sites, it is now crucial to build your own qualitative data. First-party cookies remain available (subject to conditions) and offer flexibility for marketing and analysis strategies. This means that your websites and apps play a key role in collecting useful data. Make sure:

• Your cookie notification and consent techniques fully comply with the latest laws and regulations.
• You use privacy-friendly analysis tools, such as server-side tracking or Google Analytics 4, with correct settings.
• You actively manage and use customer data in Customer Data Platforms (CDPs) for personalization and segmentation.

Start building qualitative data from visitors to your own websites and apps.

2. Trade cookies for context

Targeting hasn't disappeared, but the rules of the game have changed. Contextual targeting is one of the strongest alternatives. Where the cookie robot used to provide automatic insights into interests and behavior, marketers now have to do old-fashioned research themselves again. This means:

• Use search intentions and relevant contextual ads instead of person-centered tracking.
• Tools such as Answer The Public use it to discover what your target group is looking for.
• Analyzing trends in social media and niche communities, such as Facebook groups or Reddit.
• Map the behavior on your website with heat maps and session records to better understand how visitors navigate.

3. Be the Bastogne of your industry

Without third-party cookies, trust and loyalty will be more important than ever. Visitors must have a reason to share their information with you. Ensure:

• High Value Content Offers: exclusive content, downloads, or access to events in exchange for an email address.
• Strong email marketing: build your own mailing list and turn visitors into loyal customers.
• Community building: make people feel involved with your brand and share their data voluntarily.

By measuring is knowing, we are getting our audience sharper, campaigns are more successful and we achieve our marketing goals.

Sharing the cookie?

We help companies, governments, and non-profit organizations build future-proof brands and strategies. We create digital communication solutions that fit this new reality. Not quite ready for a cookieless era? We’re your creative digital communication partner, and we’ll help you turn it into something sustainably sweet.