3rd Party Cookie Phase Out Starts Now: Here's How It Impacts Your Marketing

Published on:
February 25, 2024
Updated on:
February 25, 2024

Google will be removing third-party cookies from the Chrome browser in 2024. This represents over 60% of the browser market, so we’re sure to see a big impact. Here’s everything you need to know and how to prepare for the changes.


The topic of cookies can get confusing quickly. It’s no surprise that I encounter so many marketers that have put-off dealing with third-party cookies for so long.

However, the deadline is fast approaching now, and there’s a lot of work to be done to prepare for all the changes that will happen this year.

As a freelance marketer, I’ve experienced a huge change in the way users are tracked over the last few years. Tracking users and ad performance used to be easy but as time’s gone on and more people have become aware of their digital privacy, big tech companies have been forced tore-evaluate the market and implement alternative technologies that respect their user’s privacy choices.

Up until now, these changes have been somewhat minor. We’ve almost shrugged off the blows dealt by Apple and Facebook in early 2021 when they updated their tech to maximise user privacy, and we’ve become accepting of poor quality, low-value analytics since. Google tried to re-invigorate marketer’s feelings towards web and app tracking with the release of GA4, but yet again, it’s all set to change… Just when you thought you were comfortable.

Now, Google’s Privacy Sandbox seeks to get rid of third-party cookies for good. Which could be seen as a good step forward for user privacy, but marketers have their work cut out for them.

Google Chrome isn’t the first browser to block third-party cookies, in fact, there’s already three browsers that do:

Table showing which browser block third party cookies by default. Safari: yes. Firefox: yes. Chrome: Planned for late 2024. Edge: no. Opera: no. Brave: yes. Vivaldi: no, but additional privacy settings are available.

The phase-out of third-party cookies primarily impacts targeted advertising, retargeting, and cross-site tracking practices, which rely heavily on these cookies to track users across different websites. This change affects advertisers and marketers who use third-party cookies for detailed user profiling and personalised ad targeting. While GA4 has mechanisms to adapt, traditional ad platforms and technologies that depend on extensive user tracking across sites will need to find new methods for audience targeting and measurement, shifting towards first-party data and privacy-compliant alternatives.

So, what’s needed to stay ahead of the curve and make sure that you’re compliant and capable of tracking your users? This blog post explores just that, but first, let’s have a closer look at the Privacy Sandbox.

Understanding The Privacy Sandbox

The Privacy Sandbox represents Google's ambitious endeavour to redefine how privacy is preserved online, without compromising the personalised experiences users have come to expect. At its core, The Privacy Sandbox is a suite of technologies designed to make third-party cookies obsolete, thereby enhancing user privacy on the web. This initiative aims to create a set of standards that allows for personalised advertising and content, accurate analytics, and fraud prevention, all while keeping users' information private and secure.

Big tech companies have been saying it for years now, but it’s finally happening. Google Chrome represents over half of the browser market share with 63.58% of internet users using Chrome to surf the web. So you can image, that a good chunk of your web users will be impacted by the change.

1% of chrome users are already enrolled on the testing program. For these users, third-party cookies will be blocked by default. When these pilot users visit your website, regardless of what they click on your consent pop-ups, any and all third-party cookies will be blocked.

A full roll-out of the technology is due to start in Q4 of2024.

The Goals and Technologies Involved

The primary goal of The Privacy Sandbox is to develop a web ecosystem that respects users' privacy and gives them greater control over their data. The Privacy Sandbox has proposed the use of a range of technologies to help improve user privacy on the web. Some are new forms of technology, others, we may have seen before in other areas.

Key technologies proposed by the Privacy Sandbox include:

  • Federated Learning of Cohorts (FLoC): Designed to enable interest-based advertising without individual tracking by grouping users into cohorts with similar browsing habits. However, Google announced shifting focus from FLoC to a new approach called Topics API.
  • Topics API: This newer proposal aims to categorize the interests of users based on their browsing history and share these interests with advertisers without revealing individual browsing activities or histories.
  • FLEDGE: Stands for "First Locally-Executed Decision over Groups Experiment." It's designed to allow advertisers to target groups of similar users without identifying individuals, enabling remarketing and interest-based advertising in a privacy-preserving manner.
  • Trust Tokens: A proposal to combat fraud and distinguish between bots and real users without tracking individual users across sites. Trust Tokens would enable websites to authenticate users' legitimacy without compromising their anonymity.

Opportunities for Businesses

This transition opens up opportunities for businesses to innovate in how they engage with customers. By leveraging technical marketing services, businesses can adapt their SEO and digital marketing strategies to remain effective and competitive in a privacy-first online world.

In conclusion, The Privacy Sandbox is not just a technological shift but a cultural one, urging businesses and marketers to adopt more respectful and privacy-conscious practices. For those ready to embrace these changes, if you’re looking for help with your third-party analytics strategy, feel free to get in touch with me.

Impact on Digital Marketing and Online Advertising

The introduction of The Privacy Sandbox heralds significant changes for digital marketing and online advertising. As the digital world pivots towards amore privacy-centric model, businesses must reassess their marketing strategies to thrive in this new environment. The disappearance of third-party cookies will dramatically alter the landscape, shifting the focus towards first-party data and privacy-compliant targeting methods.

The Challenge of Audience Targeting

With third-party cookies soon to become a relic of the past, advertisers must find new ways to target and monitor audiences effectively. This shift requires a deeper reliance on first-party data—information directly collected from your audience through interactions with your brand. Businesses will need to enhance their data collection methods, ensuring they gather sufficient insights while respecting user privacy.

The Opportunity in First-Party Data and Contextual Advertising

The emphasis on first-party data opens up a realm of opportunity for businesses to forge stronger relationships with their customers. By collecting data directly, companies can gain more accurate insights into their audience's preferences and behaviours. Furthermore, contextual advertising—targeting ads based on the content of the web page—will see a resurgence, requiring a more nuanced understanding of content strategy and placement.

The Role of Personalisation in a Privacy-First World

In this evolving landscape, personalisation remains a cornerstone of effective digital marketing. However, the approach to personalisation must adapt, with a greater focus on privacy and consent. Strategies that leverage user data transparently and ethically will become increasingly important, fostering trust and loyalty among consumers.

I help clients navigate these changes, through a suite of services designed to help businesses adapt their digital marketing strategies. From developing robust first-party data collection methods to crafting personalised, contextually relevant advertising campaigns, I can help by providing the expertise needed to excel in a post-cookie digital environment.

So, we've explored some of the direct impacts of The Privacy Sandbox on digital marketing and online advertising, highlighting the challenges and opportunities that lie ahead. Businesses must be proactive in adapting their strategies to remain competitive and relevant in a privacy-focused online world.

Now we’ve covered some of the basics of the Privacy Sandbox, lets have a look at some of the strategies you can employ to mitigate data loss.

Strategies to mitigate data loss

The transition towards a digital landscape that prioritises user privacy over traditional tracking methods, such as third-party cookies, will significantly impact tracking and analytics so here are some strategies to help you mitigate any future data loss.

  1. Shift Towards First-Party Data: As third-party cookies become obsolete, there will be a greater emphasis on first-party data collection. This means businesses will need to rely more on the data collected directly from their interactions with users on their websites or apps. This shift requires a more strategic approach to user engagement to encourage direct interactions that yield valuable data.
  2. Increased Reliance on Consent Management: With the new legislative framework aiming to streamline compliance while enhancing user privacy, consent management becomes crucial. Businesses will need to design more transparent and user-friendly consent mechanisms that comply with both the Privacy Sandbox initiatives and the updated e-privacy and data processing regulations. This includes clear communication about data collection practices and the purpose behind them.
  3. Adoption of Privacy-Enhancing Technologies: Technologies and solutions proposed by the Privacy Sandbox, such as APIs that limit fingerprinting capabilities and the introduction of privacy budgets, will necessitate adjustments in how analytics are performed. Businesses will need to integrate these technologies into their digital platforms, ensuring they can still gather insights without infringing on user privacy.
  4. Analytical Model Adjustments: The loss of third-party cookies and the limitations on other tracking technologies will likely lead to the development and adoption of new analytical models that do not rely on detailed user tracking. Predictive analytics, based on aggregated and anonymized data, might become more prevalent as businesses seek to understand user behaviour without compromising privacy.
  5. Enhanced Data Processing Transparency: The legislative changes highlight the need for greater transparency in data processing activities. Businesses will need to clearly document and communicate their data processing activities, ensuring they are in line with the new requirements for legitimate interest and the reduced reliance on user consent in certain contexts.
  6. Impact on Digital Marketing Strategies: The effectiveness of targeted advertising is expected to change, prompting a reassessment of digital marketing strategies. Marketers will need to explore new methods of reaching their audience, such as contextual advertising, which does not rely on personal data, and leveraging AI to enhance the efficiency of less-invasive advertising techniques.
  7. Compliance and Regulatory Challenges: Navigating the evolving regulatory landscape will be a challenge for businesses, especially in adapting to the specifics of the Data Protection and Digital Information Bill and its impact on digital information management. This includes adjustments to policies, practices, and systems to ensure compliance with the new legal requirements.
  8. Innovation in User Engagement: The limitations on traditional tracking methods will drive innovation in user engagement techniques. Businesses will need to find new ways to engage users and collect data with consent, potentially leading to more interactive and engaging user experiences that offer value in exchange for data sharing.

 Hopefully those strategies have got the cogs in your head spinning! Now is the time to start developing strategies to help mitigate any data loss from the changes being implemented in Google's Privacy Sandbox and Chrome Browser. Next, let's have a look at the important role that content and SEO will play when third-party cookies are gone for good!

The Role of Content and SEO in a Post-Cookie World

The diminishing role of third-party cookies in online tracking and advertising underscores the growing importance of content and search engine optimisation (SEO) in digital marketing strategies. In a privacy-first internet landscape, businesses must leverage these tools not only to attract and engage audiences but also to maintain relevance in search engine results. This shift places a premium on creating high-quality, relevant content and optimising websites to meet the evolving algorithms of search engines.

Enhancing Content Quality and Relevance

In the absence of detailed tracking data, the content itself becomes the primary means of attracting and retaining users. Businesses must focus on producing high-quality content that is both informative and engaging, tailored to the interests and needs of their target audience. This approach not only helps in building brand authority and trust but also in improving search engine rankings.

SEO Strategies Adapt to Privacy Changes

SEO strategies must evolve to address the challenges posed by the new privacy standards. With less reliance on cookies, search engines are likely to place even greater emphasis on content quality, user experience, and on-site engagement metrics as ranking factors. This means businesses will need to refine their SEO tactics to focus more on technical SEO, site performance, and mobile optimisation, alongside traditional content-based SEO.

The Importance of First-Party Data in SEO

As businesses collect more first-party data with user consent, this data can inform SEO strategies by providing insights into customer behaviour, preferences, and search intent. Tailoring content and keywords based on this data can enhance search engine visibility and drive more targeted traffic to websites.

If you need help with content creation content creation and SEO strategy, make sure you check out the services I offer clients. I am help businesses to navigate the post-cookie landscape using a combination of technology and data. By focusing on the development of high-quality, relevant content and the implementation of refined SEO practices, I can help to ensure that you can maximise your online presence and engage with your audience in a privacy-compliant manner.

Okay, so we’ve had a look at the critical role that content and SEO will play in the future of digital marketing, especially as privacy concerns lead to significant changes in online advertising practices. High-quality content and effective SEO are more crucial than ever, serving as the foundation for successful digital marketing strategies in a world without third-party cookies.

Next, we’ll be looking at how you can navigate compliance and enhance user trust a world without third-party cookies. As privacy regulations become more stringent and users become more aware of their data rights, businesses must prioritise compliance and transparency to maintain customer trust and loyalty.

Navigating Compliance and Enhancing User Trust

The transition towards a more privacy-focused online environment, underscored by initiatives like The Privacy Sandbox, brings compliance and user trust to the forefront of digital strategy. As businesses adapt to these changes, understanding and adhering to privacy regulations, and fostering transparency with users become paramount.

Understanding and Adhering to Privacy Regulations

The digital landscape is governed by an array of privacy laws and regulations, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States. These regulations mandate how businesses can collect, use, and store user data. Adapting to The Privacy Sandbox while ensuring compliance with these laws requires a nuanced understanding of both the technical and legal aspects of digital privacy.

Best Practices for Compliance 

To navigate this complex regulatory environment, businesses must adopt best practices that include conducting regular data audits, implementing robust data protection measures, and ensuring transparency in data collection and use practices. Moreover, obtaining explicit consent from users before collecting their data is not just a legal requirement but also a cornerstone of ethical business practice.

Enhancing User Trust Through Transparency and Consent

In a post-cookie world, user trust is more critical than ever. Businesses can enhance this trust by being transparent about their data collection and use practices and providing users with clear, easy-to-understand privacy policies. Giving users control over their data, including options to view, edit, or delete their information, further reinforces trust and loyalty.

As businesses strive to adapt to new privacy standards and regulations, the support and guidance that I offer clients has become invaluable in ensuring that these transitions not only meet legal requirements but also foster a deeper sense of trust and loyalty among users.

Round-up: Embracing the Future of Online Privacy with The Privacy Sandbox

The Privacy Sandbox initiative from Google marks a significant shift towards a more private and secure online world. As we have explored in this blog post, this shift presents challenges and opportunities across digital marketing, content creation, SEO, and compliance practices. Embracing these changes requires businesses to adapt, innovate, and focus more than ever on the quality of engagement with their audience.

The journey towards a privacy-first digital environment is complex, but it also offers a chance to build deeper trust and connections with users. By prioritising user privacy, transparency, and compliance, businesses can navigate this transition successfully.

Some of the strategies we covered in the blog post will be instrumental for businesses looking to thrive. The Privacy Sandbox is not just a challenge to overcome but an opportunity to redefine how we engage with the digital world. If you’re still left scratching your head, why not reach out to me to find out more about how I can help you with the transition between third-party cookies and the new technology being integrated into Google Chrome this year.

Andy Bentley
Freelance Performance Marketer

I'm a freelance marketing performance specialist with a keen focus on leading a data-first approach to marketing.