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Navigating Through the Era of Cookie Depreciation

Let's discuss cookies, and I'm not talking about the chocolate chip kind...

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Have you heard about the crumbling phase of cookies? Or perhaps you're familiar with the notion of the cookie's demise? Allow me to unpack this 'hot' topic of 2024 for you.


For years, the digital advertising industry has relied on third-party cookies to gather data on internet users, enabling brands to target ads to specific audiences effectively.


However, this landscape is about to undergo a seismic shift. In 2024, Google—following an announcement made in January 2020—will phase out third-party cookies on Chrome, marking a significant upheaval in the digital advertising industry.


While Google's decision has sparked more questions than answers, it's not the first of its kind. Mozilla's Firefox and Apple's Safari browsers have been blocking third-party cookies for years. Currently, 40% of browsing traffic is anonymous due to this practice, and it's projected to increase to 95% once Google implements its changes.


Wearing my digital marketing hat, or rather a blazer in my case, let's examine the three major areas impacted by the 'demise of the cookie':


  1. Tracking: Third-party cookies are commonly used to track users across different websites, enabling brands to understand their behaviour and target them with personalised ads. Blocking them limits this tracking capability, hindering brands' ability to analyse user behaviour effectively.

  2. Targeting: Digital media heavily rely on third-party cookies for audience targeting, allowing brands to reach specific audience segments based on their online behaviour and interests. Blocking these cookies poses a challenge to targeted advertising, making it more difficult to tailor ads to individual preferences.

  3. Measurement: Third-party cookies play a crucial role in ad measurement and attribution, enabling brands to assess the performance of their advertising campaigns accurately. Blocking them affects the accuracy of measuring ad performance, making it challenging to understand the effectiveness of advertising efforts.


What should you do? How can you mitigate the challenges posed by cookie deprecation? These are the questions you need to be asking yourself right now.


  • First-party data is paramount. Engage with partners and publishers who possess valuable first-party data. This will become the cornerstone of your digital marketing strategy.


  • Contextual targeting is experiencing a resurgence. By aligning your advertising message with relevant content, you can effectively reach your target audience.


  • Consider integrating Customer Data Platforms (CDPs) into your strategy. CDPs consolidate customer data from various sources, offering a comprehensive view of each customer's interactions and preferences across channels and touchpoints.


Embrace change and stay ahead of the curve. How? Test new partners, platforms, and strategies relentlessly. Keep testing, testing, and testing some more.


Andrew Hammond,


0437 340 011

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