Third-Party Cookies Aren’t Dead – Now What?
A Guide for Marketers and Business Owners for 2025
Google has decided not to phase out third-party cookies in Chrome as previously planned, leading to a significant shift in the digital marketing landscape.
Chrome still has a market share of over 60%, but the experience of your customers in their individual browsers (Firefox, Safari, and Edge alike) will be affected by this decision, as well. Google has stated that they will put more browsing preferences in user’s hands. Even with this adjustment, business owners and marketers must brace themselves for significant changes in how they approach advertising and customer engagement.
So, let’s cut to the chase: this change means that behavior and interest-based targeting, which has been a cornerstone of online marketing, is likely to become more difficult, driving up costs for lead generation and paid ads in general.
If that feels concerning, don’t worry! Milyon Digital has helped companies of all sizes prepare for changes regarding third party cookies already, and we'd love to hear about your concerns so we can do the same for you. Schedule a free consultation with us today!
Understanding Third-Party vs. First-Party Cookies
Before diving into all the technicalities and strategies, let’s quickly review the difference between the third-party cookies and first-party cookies in your browser, and their roles in the current marketing ecosystem.
What are Third Party Cookies?
Third-party cookies track users across multiple sites, so advertisers can build detailed profiles of their interests and behaviors. This personal information has been instrumental in delivering personalized ads and measuring their effectiveness for over 30 years. People use ad blockers or deny consent forms on websites to block third-party cookies, so that their browsing history stays private.
What are First Party Cookies?
First-party cookies track users on one website, and do not follow a user to other sites. They track user activity within that specific site, such as remembering login details, items in a shopping cart, and user preferences. This data provides a seamless user experience on a particular site, and it’s used for personalized marketing.
The Implications of Changing Third-Party Cookies in Google Chrome
Google’s decision to keep third-party cookies while giving users more control over their preferences stems from increasing privacy concerns and regulatory changes, including those from the General Data Protection Regulation (GDPR) and California Privacy Rights Act (CPRA) -- Here are their difference. As customers demand greater transparency and control over their data, companies must adapt to a new digital environment.
The extensive tracking facilitated by third-party cookies will shift, and relevant ads might be harder to deliver to your audience.
For business owners, this phase-out REALLY means:
Reduced ability to track user behavior across multiple sites: It will be harder to build comprehensive user profiles and target ads effectively.
Increased costs for digital advertising: Less precision in ad targeting means more ads spend to reach the desired audience.
Challenges in measuring ad performance: Analytics tools have relied on third-party cookies to attribute conversions and optimize campaigns. Now, they will model data they can’t fill in directly. Business owners will need to find more organized methods of tracing traffic back to its source, so they can ensure their performance metrics are accurate.
This is why, while third party cookies are not going away, we still advocate for marketing strategies that make the most of the data you have the most control over.
The Role of First-Party Data in the Future of Digital Marketing
With less reliable third-party cookies, first-party data will become essential for digital marketing.
For Ecommerce merchants, this data will be your foundation to understanding customer preferences and behavior. It will help personalize and enhance the shopping experience, while adhering to strict privacy rules.
Building strong customer relationships based on trust, transparency, and value exchange will be crucial for thriving in a privacy-centric digital landscape. Prioritize data privacy and adopt customer-centric strategies. It will foster loyalty and engagement and ensure your long-term success online.
Strategies for Data Privacy Compliance and Adaptation
Transitioning to a world without third-party cookies requires a strong focus on collecting and leveraging first-party data. Invest in technologies and practices that facilitate this shift.
Key investments:
Customer Data Platforms (CDPs): CDPs like Tealium help aggregate data from multiple first-party sources, creating comprehensive user profiles from channels you own. This enables personalized marketing efforts with better targeting.
Customer Relationship Management (CRM) systems: CRM systems like Salesforce or HubSpot help manage customer interactions and data, facilitating personalized communication.
Data privacy tools: Invest in tools that help ensure compliance with data privacy regulations. Transparency and user consent are critical for maintaining trust.
Train Marketing Teams on Privacy-First Practices
Ensuring compliance with data privacy regulations requires a cultural shift within your organization. Train your marketing teams on privacy-first practices to build trust with your audience.
Training focus areas:
Data privacy regulations: Educate your team on relevant data privacy regulations, such as GDPR and CCPA. Ensure that your marketing practices comply with these regulations.
Transparent data collection: Emphasize the importance of transparent data collection methods. Ensure that users understand how their data will be used. Obtain explicit consent.
Privacy-first marketing: Train your team on privacy-first marketing strategies. Focus on leveraging first party data and building personalized experiences without infringing on user privacy.
Predicted Marketing Trends in 2025
As these changes take place, here are our observations for where marketing will be at in the coming year:
1. Influencer Marketing will Become More Valuable
Fifty-nine percent of marketers already have increased their budgets for influencer marketing this year. Influencer marketing is set to become more critical as businesses seek alternative ways to reach their target audiences.
Influencers have already created niche communities that trust their recommendations, making them an invaluable asset for brands.
How to Leverage Influencer Marketing:
Identify relevant influencers: Look for influencers whose audience aligns with your target market. Tools like BuzzSumo and Traackr can help find influencers who fit your brand’s niche.
Build genuine relationships: Rather than transactional collaborations, focus on building long-term partnerships with influencers who genuinely resonate with your brand. Marketers will also need to become even more culturally connected to their audiences and pay attention to avoid controversy in niche communities.
Measure effectiveness: Use unique tracking links and discount codes to measure the ROI of your campaigns. Proper attribution in tools like Google Analytics will be crucial to monitor the traffic and conversions driven by influencers.
2. Remarketing and Retargeting will Increase
Remarketing will become even more crucial as businesses adapt to a world with less reliable third-party cookie tracking. By focusing on the customers you’ve already attracted, you can drive repeat business and maximize the value of each customer.
How to Create Effective Remarketing Strategies:
Segment your audience: Use first-party data to create detailed segments based on user behavior on your site. Tailor your remarketing campaigns to these segments to increase relevance and effectiveness.
List-Based Retargeting: Use customer lists, like customer accounts, to target ads to people who have shown interest in your products.
On-Site Activity: Create retargeting strategies based on what users do on your own site, instead of their behavior on other sites.
Loyalty Programs: Promote sign-ups for loyalty programs to collect data legally and personalize marketing efforts.
Personalize your messaging: Craft personalized messages that resonate with each segment. Use dynamic content to show users products they’ve previously viewed or related items they might be interested in.
Utilize email marketing: Build and maintain an email list to stay in touch with your customers. Personalized email campaigns can drive repeat visits and purchases.
3. Increased Focus on Events and Sponsorships
With the changes to third-party tracking, events and sponsorships offer a valuable opportunity to reach your target audience directly. These strategies can help maintain brand visibility and engagement.
How to Create Impactful Events and Sponsorships:
Sponsor relevant events: Look for events that attract your target audience. Sponsoring these events can put your brand in front of potential customers who are already interested in buying from businesses like yours.
Host your own events: Whether online or offline, hosting events allows you to control the messaging and gather valuable first-party data from attendees.
Engage with attendees: Use events as an opportunity to interact with potential customers. Collect contact information and follow up with personalized messages and offers.
The “3C” Marketing Strategy for the End of Third-Party Cookies
At Milyon, we’ve advised companies that are adapting their marketing for 2025 and beyond to focus on three key areas that maximize their first party data:
Consent Marketing – Incentivizing Opt-In
If your audience of customers is happy to receive personalized and targeted ads from you, you’ve created the ideal scenario as a marketer. But why would a customer do this?
We’ve dubbed this “consent marketing.”
You’ve already seen data compliance banners on every site, and now individual apps or your own phone can turn targeted marketing on and off.
Individual businesses should lean on incentives to encourage customers to opt-in to advertising that is more personal and targeted to their needs.
Remember the mindset before consenting: Most people want to know what’s in it for them before they start to care about who you are. Lean into this and lead with benefits to generate curiosity and interest.
Leverage exclusivity: Premium and tiered access should come with even more rewards, encouraging customers to engage with you through exclusive events, sneak peaks, and opportunities to provide feedback. The ones that care enough to take advantage of the highest tiers are the exact people that are invested in your success. Segmentation of this audience will be valuable for lookalike audiences, remarketing or referrals.
Make sure the actions mean something: If you’re looking to increase engagement, make sure the actions you want the audience to take serve your business goals for that campaign. Awareness campaigns might focus on engagement and shares, while sales campaigns focus on site traffic and revenue.
Email is a fitting example of this: receiving emails increases the likelihood that a customer will know first about sales, events, exclusive offers, and more. But there may be increasing opportunities for exclusive opt-in events, to offer rewards for a limited time.
Think about what events or offers you want to create that incentivize opt-ins; they may just be essential to your marketing soon.
Community – Foster and Curate Your Marketing Audience
A strong community around your brand can insulate your business from the impact of losing third-party data. By fostering a loyal customer base, you can drive organic growth and maintain engagement without relying on extensive tracking.
Strategies for Community Building:
Talk with your audience on social media: Create content that encourages interaction and fosters a sense of belonging. Respond to comments and messages to show that you value your customers.
Create a loyalty program: Reward repeat customers with exclusive offers, discounts, and first access to new products. This not only encourages repeat business but also helps collect valuable first-party data.
Host events: Whether virtual or in-person, events can help build a sense of community. Use these opportunities to engage directly with your audience and gather feedback.
Content – Create Real Human Connections
The impact of Artificial Intelligence cannot be denied in marketing – which is why the production of unique content with a particular perspective will be more valuable for brands everywhere.
AI’s crucial weakness is that people are looking for it, and do not see it as a replacement for a real conversation, or a human connection. That’s why savvy brands should take intentional time to create content focused on connecting with customers and building community, rather than simply providing information.
Here’s some ways to stand out in a world of generated content:
Include Expert Opinions – the easiest way to create unique content is to offer unique perspective.
Foster Conversation – content should motivate readers to interact, offer unique perspectives, ask questions, and provide feedback.
Show your work – information should accompany data and cited sources to back it up wherever possible. Your own experimentation and data are best!
Data Privacy and Cookie Transition FAQs
How Will This Change Affect GA4 Analytics?
Google Analytics 4 (GA4) is designed to utilize machine learning to model missing data via "consent mode." While the data may vary from what is gathered through third-party cookies, GA4 is optimized for privacy-focused settings, making it a reliable tool for analyzing website performance and user actions without relying on third-party cookies.
That said, prepare for some data points to drop artificially, particularly attribution from organic sources and ads. You may also see an increase in "unknown" or "direct" traffic. Don't panic and make sure that what you see is a drop in traffic or a tracking change. UTM or link tracking may also help fill in the gaps in reporting.
Checking the volatility movement of the industry category you set up in GA4 will also help. The volatility graph refers to the fluctuating rankings on search engine result pages (SERPs) over time, indicating the stability or unpredictability of these rankings. High SERP volatility leads to frequent ranking changes, whereas low SERP volatility results in more consistent rankings.
Will This Change Affect Social Media Ads?
A little, but social media platforms have the most first-party data based on user engagement.
So, ongoing targeting might look different but will still be effective. If you want to ensure your targeted advertising on social platforms is optimal, utilize other data sources - such as lists of existing customers from your email marketing platform - to create lookalike audiences.
How Can I Keep Track of Customer Behavior Without Third-Party Cookies?
Prioritize the collection of first-party data directly from customer interactions on your website, apps, etc.
Target ads based on page content rather than historical user actions.
Utilize Customer Relationship Management (CRM) and Customer Data Platforms (CDPs) to effectively manage first-party data in customized marketing campaigns.
Use on-site behavior to tailor experiences to be more personalized, without storing personally identifiable information.
Beyond the Death of Third-Party Cookies
We won’t beat around the bush: business owners cannot take these shifts in policy lightly; they must adapt as the traditional foundations of online advertising change to keeping consumer data private.
By adopting innovative approaches and tools, you can continue to run successful marketing campaigns and uncover essential information about customer habits.
Act now and reach out to Milyon Digital for expert guidance and support with navigating and following Google's guidelines. Get ready now, so you can stay ready later.
