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Navigating the Post-Third-Party Cookies Era: Embracing First-Party Data and Contextual Marketing

In 2021, Google announced it was getting rid of third-party cookies, which allow other sites to access your customers’ data, which they then can then use for advertising, selling, or other purposes.

The original target date was the end of 2023 for Google, however as of July 2022, the deadline has been extended to 2024, as its proposals for replacement technology have been criticized by competitors, privacy advocates, and regulators who believe Google will gain an unfair advertising advantage.

Where does Google stand now?

Google has made other milestones concerning data privacy, like reducing passively shared browser data to prevent fingerprinting and Federated Credential Management that enables the use of “Sign in with..." services while preventing tracking across different sites.

Currently, Google Chrome maintains 65% of the browser market. And according to a 2020 survey, 80% of advertisers rely on third-party cookies to micro target their ads.

This winter (2023), Google now lets developers simulate third party cookie depreciation for up to 10% of Chrome browsers, so they can test out what it will be like when third-party cookies really disappear.

Browsers like Safari and Firefox have blocked third-party cookies by default for years and according to The Verge, Chrome will turn off cookies for 1% of Chrome users in Q1 of 2024.

As the digital marketing landscape evolves, the impending demise of third-party cookies poses a significant challenge for marketers.

A 2023 survey overseen by Boston Consulting Group partnered with LinkedIn concluded that 38% of marketers affirmed that data losses have already begun to affect their marketing performance and 56% expected this impact to grow.

Cookies will not fully disappear in 2024. However, the reliance on these cookies for targeting, measuring, and optimizing online advertising campaigns, email marketing, and brand awareness initiatives necessitates a fundamental shift in marketing strategies.

Embracing First-Party Data

With the demise of third-party cookies, marketers will need to prioritize gathering and leveraging first-party data.

First-party data refers to information collected directly from consumers through interactions with a brand's owned channels, such as websites, mobile apps, and customer relationship management (CRM) systems.

By building direct relationships with their audience and encouraging data collection through consent-driven mechanisms, marketers can obtain valuable insights that enable personalized targeting, segmentation, and campaign optimization.

Focus should shift towards building a relationship with the end consumers through the improvement of the user experience.

Tactics such as incentivizing data sharing, implementing loyalty programs, and creating interactive experiences can all contribute to the acquisition of robust first-party data.

Strengthening Data Collection and Management

To maximize the potential of first-party data, marketers must invest in robust data collection and management systems.

Implementing customer data platforms (CDPs), data management platforms (DMPs), or customer relationship management (CRM) systems can help aggregate and organize data for better segmentation and personalization.

Additionally, integrating data from various touchpoints, such as website interactions, email subscriptions, and purchase history, provides a holistic view of the customer journey, facilitating targeted marketing initiatives and delivering relevant and meaningful experiences.

Leveraging Contextual Marketing

As the focus shifts from cookie-based targeting, marketers must embrace contextual marketing strategies.

Contextual marketing entails understanding the context of a user's online activity, such as the content they consume, the context of the website they visit, and the keywords they search.

By aligning ad placements and messaging with relevant content, marketers can reach their target audience based on the context of their online experience. This approach ensures that ads are displayed in environments that are directly related to the consumer's interests, increasing the likelihood of engagement and conversion.

Collaboration and Partnerships

Collaborating with trusted partners and publishers can play a crucial role in navigating the post-third-party cookies era. Publishers who possess first-party data can offer valuable insights and targeting capabilities that align with a brand's target audience.

Marketers can explore partnerships, sponsored content, and influencer collaborations to reach their desired consumer segments in relevant and engaging contexts.

By leveraging the first-party data of trusted partners, marketers can extend their reach and maintain effective targeting even without relying on third-party cookies.

Measuring Success with New Metrics

As marketers transition away from third-party cookies, new metrics and measurement frameworks will be required to assess the success of marketing initiatives.

Marketers will need to focus on key performance indicators (KPIs) tied to engagement, conversions, and customer lifetime value. Metrics such as time spent on site, click-through rates, conversion rates, and customer retention rates become even more critical in evaluating the effectiveness of campaigns and refining marketing strategies.

Investing in advanced analytics tools and attribution models that account for the evolving digital landscape will be paramount for accurate measurement and optimization.

One option is the implementation of a bidding function created from a JavaScript. Without cookies, ad auctions will happen inside the web browser, so creating a bidding function can be created on one site and run when the user is on another site.


The phasing out of third-party cookies presents a watershed moment for marketers, necessitating a shift in strategies and tactics. By embracing first-party data collection and management, marketers can build direct relationships with consumers and deliver personalized experiences. Contextual marketing provides a viable alternative to cookie-based targeting, enabling marketers to reach their audience in relevant environments. Collaboration with trusted partners and the adoption of new measurement.

If you are interested in learning more about trends and insights in the luxury sector, check out our articles:

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