As we move through 2025, the era of third-party cookies is coming to an end, and marketers must adapt to a new paradigm: cookieless advertising.
This blog post will explore what cookies are, why they have historically been integral to online advertising, and how brands can leverage this evolving ecosystem to maintain effective targeting and deliver strong results.
What Are Cookies?
Cookies are small pieces of data stored on a user’s browser by websites. They serve multiple purposes:
- First-party cookies: Set by the website a user is visiting to remember preferences (e.g., login information, language settings).
- Third-party cookies: Set by external domains (such as ad networks) to track users across different websites, enabling retargeting and behavioral advertising.
Historical Use of Cookies in Advertising
Since the early 2000s, third-party cookies have powered much of the internet’s advertising model:
- Behavioral targeting: Advertisers tracked users’ browsing behavior to deliver personalized ads.
- Audience segmentation: Marketers created segments based on user activities across multiple sites.
- Retargeting: Brands re-engaged users who had previously interacted with their websites.
Why Are We Moving Toward Cookieless Advertising?
Several key factors have contributed to the move away from third-party cookies:
- Privacy Regulations
- Laws such as the GDPR (General Data Protection Regulation) in Europe and CCPA (California Consumer Privacy Act) in the U.S. mandate stricter consent and transparency requirements.
- Browser Changes
- Major browsers like Safari and Firefox blocked third-party cookies by default as early as 2019.
- In 2024, Google Chrome, which holds the largest market share, initiated the phased removal of third-party cookies.
- Consumer Trust and Expectations
- Users increasingly demand greater control over their data and transparency about how it’s used.
The combination of these forces has led to the rise of cookieless advertising solutions that do not rely on invasive tracking mechanisms.
How Brands Can Leverage Cookieless Strategies
1. Prioritize First-Party Data Collection
First-party data, willingly provided by users, has become a brand’s most valuable asset. Marketers can:
- Encourage newsletter signups.
- Create loyalty programs.
- Leverage customer surveys and feedback forms.
2. Contextual Advertising
Contextual targeting serves ads based on the content of a web page rather than the user’s behavior. This privacy-friendly approach is making a strong comeback and delivers highly relevant ads without user tracking.
3. Leverage Data Clean Rooms
Clean rooms are secure environments where brands and publishers can collaborate on data sets without exposing personally identifiable information. These environments allow for effective targeting while maintaining privacy compliance.
4. Adopt Privacy-Preserving Technologies
Emerging solutions include:
- Google’s Privacy Sandbox: Proposes alternatives like Topics API to provide interest-based advertising without tracking individuals across the web.
- Federated Learning of Cohorts (FLoC): A now-replaced early effort that grouped users into cohorts with similar interests.
5. Invest in Strong Creative and Customer Experiences
Without the granular targeting of third-party cookies, compelling creative assets and personalized experiences within your owned channels (websites, email) are more crucial than ever.
6. Explore Identity Solutions
While the loss of third-party cookies presents challenges, it also offers brands an opportunity to build stronger, more transparent relationships with their audiences. Cookieless advertising emphasizes trust, consent, and relevance over invasive tracking. Brands that adapt early by investing in first-party data strategies, contextual targeting, and innovative technologies will not only comply with global privacy standards but will also gain a competitive edge in delivering impactful marketing in the privacy-first world of 2025 and beyond.
