Updated November 15, 2022
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The death of the cookie is upon us. For over 20 years, advertisers have been using third-party cookies to track users and target them with relevant ads. As the privacy landscape evolves to be more protective of consumers’ data, third-party cookie deprecation and cookieless marketing are some of the most monumental upcoming changes.

Google plans to phase out third-party cookies on Chrome completely by the end of 2024.

We will be updating this blog post regularly with all of the latest news and developments around the deprecation of third-party cookies. Stay tuned and be sure to bookmark this page to your favorites so that you can stay up-to-speed with the most current news about the shift to cookieless marketing!

November 15

The basics you need to know about cookieless marketing

Since the dawn of digital, marketing strategies have relied on cookies as a proxy for identity. But the world of marketing is changing. The departure of browser-based tracking is upon us.

Third-party cookies provide data about a shopper’s interests, past purchases, frequently visited websites, and more. Any brand that uses data for online advertising and targeting will be impacted by Google’s decision to phase out third-party cookies on Chrome.

In other ways, web tracking as we know it is going away. The shift away from cookies will help keep consumer data secure and avoid covert advertising practices.

Google is spending a few years to get the solution to third-party cookie deprecation right, and it’s taking a bit longer than originally expected. Initially, Google planned to start the cookie deprecation process in early 2022, but announced in June 2021 that the date would be pushed to late 2023. Then, in July 2022, Google announced that third-party cookie deprecation won’t happen until the second half of 2024.

In the blog post announcement, Anthony Chavez, Google’s Vice President of Privacy Sandbox, said:

“This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.”

The purpose of cutting the cookie is to give users more data privacy online. For Google, the key will be balancing the need to respect user privacy with empowering advertisers to continue to effectively do business online.

ROI Revolution’s digital experts are on the forefront of all the latest developments in online advertising. If you’re interested in talking to an expert about how the shift to cookieless marketing or other upcoming privacy initiatives will impact your brand, send a message to our team.

To discover more about third-party cookie deprecation and how you can ease the transition for your brand, read more of our resources below: