Is this the end of third-party cookies? Don’t wait to adapt your strategy!
First announced in 2020 by Chrome, the world’s most popular browser (65% market share in France in 2023), the end of third-party cookies has been delayed yet again. Initially scheduled for 2022, the phase-out has been postponed every year and is now planned for 2025. This gives advertisers who haven’t yet adopted an alternative solution a brief reprieve. However, the need to anticipate this major shift in data collection is more critical than ever.
What are cookies used for?
We hear about them daily, but what exactly are cookies?
Cookies are files placed on a user’s browser when visiting a website. They come in two main types:
- First-party cookies: These track internal site data, such as user behavior, session duration, pages visited, clicks, and conversions.
- Third-party cookies: These activate when the user leaves the site, providing information to other sites about their activity. For instance, if you browse hiking boots on a site with third-party cookies enabled, you’ll likely see ads for hiking boots on news websites or social media.
The end of third-party cookies:
What are the consequences?
Is the phase-out of third-party cookies catastrophic? Not entirely.
This change is already effective on Safari and Firefox, part of a broader movement to enhance user privacy. Regulations such as GDPR, (General Data Protection Regulation) have required user consent for cookies since 2018.
While this doesn’t mean the end of online business, it does pose challenges in targeting audiences accurately. Retargeting will be one of the most affected strategies, as brands will no longer be able to track users across sites. This creates new hurdles for marketers.
What are the alternatives to third-party cookies?
A closer look at marketing solutions
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#1. Focus on first-party data
First-party cookies remain unaffected for now, but their effectiveness depends on user consent. According to CNIL, the acceptance rate for cookies was 59% in 2022. To boost acceptance rates: Optimize the design and messaging of your cookie banners (CMP). Use humor, personalization, or clear benefits to encourage users to opt-in. Avoid aggressive practices like hiding the “decline” button or gating content access behind cookie acceptance, which could lead to legal sanctions.
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#2. Back to basics : Contextual advertising
Unlike programmatic ads that rely on user identities, contextual advertising focuses on the content users engage with. For example: A travel site might display ads for airlines, hotels, or tour operators. This ensures the ad aligns with user interests without needing personal data.
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#3. Back to basics bis : Social media advertising
Social platforms remain underutilized by brands that don’t see themselves as “trendy” or “lifestyle-oriented.” This is a missed opportunity because users freely share data such as: Interests through followed accounts and pages. Demographics and job profiles on platforms like LinkedIn. Geographic location and diverse preferences. Social ads allow precise targeting without reliance on third-party cookies.
Are you GDPR compliant regarding your CMP and cookie acceptance?
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As you’ve likely noticed, businesses are adopting varied strategies to address the evolving landscape of cookies.
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First-party cookies are a powerful resource for your business, especially when used effectively.
The only takeaway you need 😉
By monitoring, analyzing, and understanding your visitors’ behavior, you can deliver relevant content through pop-ins or on-page personalization, for example. With marketing automation, you can offer tailored deals, relevant products, and much more. Stay in sync with your visitors. Show them what they want, in the right place, at the right time!
Many AI-powered marketing automation solutions are designed to meet these needs.
Need advice? Want to understand the benefits of implementing these solutions or explore their business potential?
Our Business Performance experts would be delighted to discuss it with you!
While the phase-out of third-party cookies currently hinges on the rollout of Google’s Privacy Sandbox solution, don’t count on yet another delay in 2025. Their disappearance is confirmed, and the sooner you prepare for this change, the less disruption your digital marketing will face when they are officially retired.
Unsure about the best strategy to adopt?
Get in touch with our experts!
