From tracking to targeting and understanding customers, third-party cookies have been helping advertisers for decades.

But those days are over.‍

By the summer of 2025, third-party cookies will be a thing of the past. Due to stringent government regulations and growing public concern about data usage, Google has decided to phase out third-party cookies for good. Firefox and Safari have already made this change, while Google is expected to finish the cookie phase-out from Chrome by Q2 of 2025.

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This shift will shake up advertising.

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Third-party cookies often give advertisers quick wins and fast customer insights. Although they will surely be missed, this change may be a blessing in disguise.

Advertisers will be looking for emerging technologies, methods, and techniques. It’s an opportunity for you to get ahead of the competition and be the first to strike gold with alternative tracking and targeting methods.

‍Our eBook covers the most essential aspects of cookie deprecation, and gives you actionable tips to bulletproof your advertising without the need for third-party cookies.

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Here’s a taste of what you’ll read about in the eBook:

The Rise of First-Party Cookies

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While third-party cookies will be dearly missed, they are not the only players in town when it comes to understanding customers. First-party cookies have always been a valuable tool for advertisers to customize customer experiences. After the fateful day of Google’s cookie deprecation, their value will become even more apparent.

First-party cookies are non-controversial. The use of such cookies is part of the user agreement when they visit your website. They are a surefire way to gather information about your customers firsthand.

This is called first-party data. When it comes to quality, nothing beats this type of data.

This is why collecting first-party data will become the bread and butter of advertising moving forward. Enhancing your data collection methods will play a significant role in the future of advertising, where data will no longer be so easy to access.

‍Learn how to boost your data collection in our eBook

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Behavioral Targeting Gets Hit the Hardest by Cookie Deprecation

Third-party cookies massively enabled behavioral targeting. Advertisers could chase customers across sites and applications with ease. We all know the phenomenon where we search for a product or brand, only to get bombarded with advertisements for weeks by their competitors. Well, we can say goodbye to that.

With third-party cookie deprecation, this type of invasive advertising will no longer be available to marketers. Unless you have special data-sharing agreements (second-party data) with other companies, you will have to find alternative solutions for reaching your ideal customers.

This is where contextual targeting comes in.

Contextual targeting involves targeting customers based on interests rather than historical behavioral data.

‍Find out how to use contextual targeting in our eBook

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Finding Customer Insights After Cookie Deprecation

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Third-party cookies have been serving customer insights on a silver platter for decades. This also means that most advertisers could get away with decent results without truly understanding customers. But that is about to change.

In a cookieless world, fast and easy customer insights will no longer be an option for advertisers. Cookie deprecation will force the industry to adopt new methods for understanding consumers. This will enable you to connect with your audience on a deeper level, provided that you’re putting in the work.

There are three main paths available for advertisers to understand customer behavior more intimately after cookie deprecation:

1. Find psychological customer insights
2. Add neuroscience to your marketing
3. Analyze customer behavior with AI

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Learn how to find customer insights in our eBook

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