In this article…
Third-party cookies have been the foundation of targeted advertising for a long time. Around 75% of marketers worldwide rely on third-party cookies, with approximately 42.2% of websites using them to gather user data. These tiny bits of code silently track our online activities, collecting search history and product preferences to help advertisers tailor their campaigns to our needs.
However, as fears over online privacy have grown, the third-party cookie era is ending. Most American consumers are worried about data privacy when engaging with brands online. Privacy concerns are widespread across all age groups, with 82.7% of 18- to 24-year-olds and 87.8% of 55- to 65-year-olds expressing apprehension about how their data is handled, according to eMarketer.
While some other search engines have already eliminated third-party cookies, Google Chrome — which holds 65% of the global browser market — is just beginning to phase them out as new alternatives are tested. Google’s third-party cookie deprecation is expected to impact marketers in a big way.
Let’s talk about what that impact will look like and how marketers can reconcile consumer demands for browsing privacy with their preference for personalized ad experiences.
What is cookie deprecation?
Cookie deprecation is a process where web browsers, like Google Chrome, phase out the use of a specific cookie type. In the context of this article, we’re referring to third-party cookies, small pieces of data stored on a device by websites a person visits.
Advertisers and other companies use third-party cookies to track a person’s actions on the web. They help those companies learn about an individual’s interests and show them targeted ads. But over time, internet users have become more aware of cookies and how much companies know about them, so browsers are phasing out third-party cookies to respect user privacy.
The timeline and reasons behind the shift
In January 2020, Google announced it would no longer allow third-party marketing cookies by 2022. Realizing it needed to find an alternative first, it pushed the deadline back several times over the years, eventually confirming that third-party cookies would be deprecated by the end of 2024 — a big deal for the advertising industry. So, what’s the motivation behind this change?
Many people are becoming increasingly worried about online privacy and the intrusiveness of third-party cookies. In recent years, lawmakers have pressured tech companies to make changes in response to their constituents’ concerns about online privacy rights. By getting rid of third-party cookies, browsers like Chrome are trying to give users more control over their data and respect privacy demands to create a more privacy-friendly browsing experience.
This shift is part of a broader trend in the digital world toward greater privacy protections, with browsers like Firefox and Safari having already phased out third-party cookies. We’ve also seen other significant moves in this direction, including the following. These regulatory efforts reflect a growing awareness of how important it is to protect data privacy and consumer rights in a world gone digital.
- Apple’s App Tracking Transparency (ATT) framework was introduced in iOS 14.5, requiring users to get permission before tracking their data across other apps or websites.
- The Global Privacy Control (GPC) strives to improve users’ control over their internet privacy by letting them signal their preferences for data sharing.
- Europe’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) have strict guidelines for how companies handle personal data to prioritize transparency and user consent.
Google’s most popular browser, Chrome, recently made its first big move toward third-party cookie deprecation. On January 4, 2024, Google announced the rollout of a new “Tracking Protection” feature, limiting cross-site tracking by default. They’re doing this gradually, activating the feature for 1% of random Chrome users worldwide, about 30 million people.
Google Chrome’s cookie phase-out impact
Chrome’s third-party cookie deprecation is expected to have the farthest-reaching consequences for marketers like you, as it has almost two-thirds of the browser market worldwide. It’s important to note that this phase-out specifically targets third-party cookies, not first-party cookies, which are generated and stored by the website a user visits directly and will be unaffected by this change.
Here are a few of the impacts to prepare for.
Reduced tracking capabilities
Once third-party cookies are eliminated, you may face challenges in understanding consumer behavior across different websites. Without this tracking capability, understanding your audiences and effectively tailoring advertising campaigns might become more difficult.
Required shift in strategy
It will be key for you to adapt your advertising strategies to rely less on third-party data and more on alternative targeting methods. This shift may involve greater emphasis on contextual advertising, which targets people based on the content of the websites they visit instead of browsing history, and first-party data gathered directly from site users to personalize advertising campaigns.
Additionally, in order to move beyond reliance on cookies and third-party identifiers, activation platforms like demand-side platforms (DSPs) must evolve to identify addressable IDs within bid streams. This adaptability is essential as digital advertising shifts toward privacy and cookieless environments. By being able to recognize addressable IDs in bid streams, DSPs can help facilitate more accurate, personalized targeting and help advertisers reach their audiences across channels and devices without privacy concerns. As a marketer, you should understand the capabilities of your chosen platforms and inquire about their support for evolving targeting methods and data sources.
New compliance regulations
By limiting the ability to track users across the web, Google aims to enhance user privacy and control over their data. You’ll need to embrace privacy-centric approaches to advertising to comply with evolving privacy regulations and build trust with consumers.
Challenges posed by Google’s cookie deprecation in 2024
Marketers are responding to the announcement of third-party cookie deprecation with an eye toward innovation as they proactively seek new solutions. As of early 2024, 56% of marketers in the United States were testing cookieless alternatives. Knowing their customer acquisition will be less efficient without these cookies, they’re looking for ways to maximize the value of their existing customers, increase retention, and make better use of first-party data. Others have been slow to react due to a lack of awareness or uncertainty about how to handle the changes.
Here are some additional challenges advertisers can expect to face as third-party cookies begin to be phased out.
Impact on targeting and personalization
The decline of third-party cookies is expected to have a major impact on targeting and personalization strategies. As advertisers will no longer have access to individual browsing histories, some may struggle to reach specific audiences and deliver personalized content. As a result, they have begun to explore using first-party data and contextual targeting to preserve relevance and consumer engagement.
Attribution and measurement challenges
The future removal of third-party cookies may also make it harder to measure the effectiveness of advertising and accurately attribute conversions. Marketers are currently searching for reliable alternatives to track users across channels and touchpoints. Google’s Attribution Reporting API and private aggregation methods are being explored as potential solutions to these attribution and measurement challenges.
Data privacy and compliance challenges
Future third-party cookie deprecation makes data privacy and compliance a top priority. With the introduction of stricter regulations like GDPR and CCPA, you need to ensure your data collection and usage practices comply with privacy laws. To maintain the trust of consumers and abide by regulatory requirements, it has become essential to shift toward first-party data collection and more transparent consent mechanisms.
Lack of resources to invest in alternative solutions
One of the main challenges advertisers will face with future cookie deprecation is a lack of resources to invest in alternative solutions. Many businesses don’t have the financial resources or technical expertise to explore and implement new targeting and measurement methods.
Additionally, some companies have been reluctant to adopt new solutions because they want to thoroughly test and evaluate their efficacy. The fear of investing resources in unproven technologies or strategies has led to a cautious approach among marketers and advertisers. However, this reluctance to adapt could hinder their ability to remain competitive.
Many companies may also face logistical challenges due to the complexity of transitioning from reliance on third-party cookies to alternative data sources and targeting methods. Integrating new technologies, adjusting workflows, and retraining staff requires time and effort, adding to the complexity of the transition.
Adapting to a cookieless world
Even though third-party cookies are going away, you still have other types of data in your arsenal to help you continue reaching your audience.
Use first-party data
First-party data, collected from customers or website visitors directly, offers valuable insights into consumer behavior and preferences. By investing in proven data collection methods and analytics tools, you can understand your audience more accurately and tailor your messaging and targeting accordingly.
Explore Experian’s signal-agnostic products
Experian is leading the charge in preparing marketers for a cookieless world with our audiences and foundation built from over 200 offline data sources. Our signal-agnostic Graph supports universal IDs and enables brands to expand their existing IDs to all other digital and addressable IDs within our Graph.
Advertisers can enhance their strategies by working with Experian to enrich first-party data with our demographic and behavioral attributes to gain a better understanding of audiences without cookies. Additionally, our data collaboration solutions enable marketers to collaborate with partner data, deriving greater value and enabling deeper insights for effective marketing campaigns. Experian is future-proofing identity strategies to ensure continued marketing performance and success.
Discover alternative targeting technologies
As third-party cookies become obsolete, marketers are starting to investigate alternative targeting technologies for optimizing campaigns. These may include contextual targeting, which focuses on the content and context of a user’s web browsing activity, as well as emerging solutions like cohort-based targeting, which groups users based on shared interests and behaviors. Think of third-party cookie deprecation as the opportunity to innovate and rethink strategies that have relied too heavily on one type of technology.
Best practices for marketers in the post-cookie era
Embracing best practices for a privacy-centric advertising environment can help you maintain your effectiveness and thrive in a cookieless world. Let’s talk strategies to help you succeed in the post-cookie era.
Focus on customer consent and transparency
Having consumers opt-in to sharing their data is an excellent way to build your data pool ethically. One way to do this is by encouraging users to create accounts or log in to access exclusive content or features while providing valuable information in exchange for their data. Another way is by conducting surveys or quizzes to gather insights directly from users about their preferences, interests, and behaviors. You could also use interactive content like polls and contests to engage users and collect data. These approaches can enrich your data pool while demonstrating your commitment to respecting user privacy and preferences.
Prioritize obtaining explicit consent from users before using or gathering their data for your advertising. Implement transparent data practices by clearly communicating to consumers how you’ll use their data and providing easily accessible options to manage their privacy preferences. By building trust through transparency and respecting user choices, you can forge stronger relationships with your audience.
Enhance the customer experience with quality data
In the future absence of third-party cookies, first-party data will be paramount in helping you understand and engage with your audience effectively. Invest in strategies that will help you collect high-quality data directly from customers, such as through interactive content, preference centers, and loyalty programs. By obtaining and using accurate, relevant data, you can provide personalized experiences that resonate with audiences and drive meaningful engagement.
Collaborate with evolving technology platforms
As Google’s cookie deprecation reshapes advertising, it will be important to collaborate closely with technology providers and key industry players who are adapting to these changes. Make sure your chosen platforms are keeping up with the industry and offering solutions that align with the shift to cookieless environments. Partnering with platforms that are proactively addressing these challenges will make it easier to navigate the changing marketing environment and drive better results for consumers and campaigns.
Prepare for the future of advertising with Experian
Despite the fact that third-party cookies are going away, there’s no need to panic. This change offers new opportunities for innovation and strategic refocus. With the emergence of alternative targeting methods, such as first-party data, you can still reach your target audiences effectively while respecting user privacy. By staying proactive and utilizing your available resources, you can navigate the cookieless future with confidence and continue to drive meaningful connections with your audiences.
With a robust suite of data-driven solutions and a breadth of addressable IDs, Experian can help you continue to reach and engage with your target audiences. Our Consumer Sync identity solution is signal-agnostic and empowers consistent consumer interactions, while our Consumer View data solution offers privacy-compliant data to help you connect meaningfully with consumers and reach audiences effectively. Connect with Experian today to discover how we can help you prepare for and thrive in a cookieless future.
Connect with us
Latest posts
Marketers are under more pressure than ever to deliver personalized, high-performing campaigns—while navigating tighter budgets, shifting privacy expectations, and fragmented tech stacks. Despite an explosion of tools and data sources, the fundamentals of marketing haven’t changed. Every great campaign still starts with a simple question: Who are we trying to reach? The answer depends on how well you understand your customers. Increasingly, that understanding is hampered by data silos, inconsistent identity signals, and disconnected workflows between planning, activation, and measurement. When those pieces don’t align, it leads to inefficient spending, incomplete insights, and missed opportunities. To move forward, marketers need more than better tools—they need a more connected approach. Start with a complete view of the customer The foundation of effective marketing is understanding your audience—not just who they are, but what they care about and how to reach them across devices and platforms. That starts with building a complete customer profile. For many marketers, this means linking persistent offline data—such as name and address—with fresh digital signals like device IDs and online behaviors. When combined, these elements provide a high-fidelity view of the customer that can be enriched with attributes like demographics, purchase behavior, and lifestyle interests. This kind of profile doesn’t just help you understand people—it helps you build audience segments that actually perform. Whether you’re working with your own CRM data or third-party sources, the ability to create addressable segments that are both accurate and scalable is what separates good campaigns from great ones. 🛳️ That’s exactly what MMGY did for Windstar Cruises. By layering first-party data with behavioral and demographic insights, they built custom audiences that more than doubled campaign benchmarks. 🎮 Gaming platform Unity tapped into Experian audiences to understand player behaviors across web, mobile, and connected TV (CTV). These insights helped their advertisers reach gaming audiences more effectively—tailoring creative and delivery to real-world preferences, not assumptions. Activate with precision, not just volume Knowing your audience is only half the battle. The next challenge is reaching them—consistently and efficiently—across multiple channels. This is where fragmentation can creep back in. All too often, marketers build audiences in one system, but activate in another, causing data loss and targeting mismatches. A more connected strategy uses the same identity and audience spine across planning and activation, reducing signal loss and improving accuracy. 👉 Curated private marketplaces (PMPs), for example, allow marketers to match high-quality audiences with premium inventory in a targeted, transparent, and efficient way. These deals let marketers align their spending with their goals—whether that’s lowering cost-per-acquisition or boosting reach in a key vertical. Performance results are bearing this out: PMG By using Audigent’s curated PMP approach in combination with Experian audience data, they delivered campaigns that were 44% more cost-efficient across CTV. Boiron For Boiron, a homeopathic brand, using curated media buying reduced data costs by 30% and beat CPA goals for both video and display by more than 40%. Index Exchange Publishers benefit, too. When Index Exchange included Audigent-curated inventory in their PMPs, they saw an average 70% revenue lift for mobile and a 13% lift for CTV. When identity, audience, and inventory are aligned, everyone benefits—marketers, publishers, and consumers. Measure what matters Too often, measurement is treated as an afterthought. But in a connected campaign, it’s built in from the beginning. By using consistent identity across planning, activation, and measurement, marketers can connect ad exposure to real-world outcomes—whether that’s an online conversion, an in-store visit, or a new customer relationship. This kind of closed-loop measurement turns marketing into a learning engine. You don’t just see what happened—you understand why it happened and can use that information to improve the next campaign. 🛳️ In the case of Windstar Cruises, MMGY used Experian identity to precisely measure how digital ad exposures translated into bookings. That kind of visibility gives marketers more than a report card. It gives them the feedback they need to optimize smarter next time—and prove ROI every time. The future is connected To meet today’s demands, marketers need a new way of working—one that starts with a complete understanding of the customer, builds addressable audiences on a strong identity foundation, activates them precisely across channels, and measures impact in real time. The marketers embracing this approach are already seeing results: stronger performance, more efficient spending, and deeper insights that power what comes next. The future won’t be built on more tools—it will be built on more connection. Connect with us Latest posts
Curation — the intelligent packaging of data and inventory actionable in a private marketplace deal — can no longer be considered a trend or buzzword. With over 66% of all open exchange – representing $100 billion in annual spend – being transacted through private marketplace deals (PMPs), curation is a key part of how data and identity are addressed and actioned in programmatic media. Programmatic advertising is certainly known for big shifts, but as shared by Index Exchange CEO Andrew Casale, “Curation will be bigger than header bidding and as big as programmatic or real-time bidding (RTB) – that’s our bet.” And we agree. But why has curation become a critical component of brands and media agencies' digital advertising strategies? Put simply, the math. Case study after case study empirically shows curation performs well for both the buy and sell-sides. For media agencies and brands, curation consistently shows four main benefits: Significant cost efficiencies Buying curated PMPs shows significant cost efficiencies when compared to buying data from the buy-side alone. Strong performance Data-enriched, curated PMPs can be optimized through the supply path, unlike a data management platform (DMP) segment, which leads to strong performance. Futureproofs media buying When data is curated through the supply path, it does not need to rely on legacy identifiers (like cookies), and the door is open to robust, next-gen addressability which better futureproofs media buying opportunities. Value-added insights Curation comes with robust log-level data that can be used for value-added data science including analytics, insights, reporting, and attribution – all critical in a world where addressability and identity resolution are becoming even more challenging. Curation introduced efficiency into homeopathic brand Boiron’s media buys, reducing the brand’s data costs by 30%, which enabled the brand to reinvest the same budget in brand awareness goals. Curation not only met but also exceeded the CPA for display by 82% and for video by 41%. “Audigent has been a top 5 performer in terms of CPA during our testing, helping our teams deliver 44% more efficient spend for brands across CTV campaigns."Sam Bloom, Head of Partnerships at agency PMG A big boost for addressability Legacy identity signals are changing. Whether it’s by browser, device, or platform, both buy-side and sell-side platforms need strong identity signals to reach their intended audiences, and this has become harder than ever before. Curation, with its real-time data connection and enrichment capabilities, solves signal loss challenges by directly connecting to the supply path and using a broader spectrum of identity solutions to boost addressability. Curation allows platforms to target first-party, third-party, contextual, indexed and modeled audiences. This alleviates the dependence on any one identifier and boosts the relevant bidding opportunities for brands and media agencies to target audiences. Not all curation is created equally As with any hot innovation, AdTech is notorious for companies jumping on the bandwagon of the largest trends. Curation is no different, with seemingly everyone now claiming to be a “curator.” As the industry works to define what is and isn’t “curation," we are uniquely positioned to define this as Audigent has pioneered curation for seven years and is the industry leader. The definition of curation is the intelligent packaging and optimization of data curated against the inventory supply path. There are three definitional elements to any curation product: Unique audience data Curation must include first-party, third-party, contextual, indexed and/or modeled data. Robust SSP integration To apply data in real-time to the inventory supply path, a curator must have deep partnerships and integrations that enable the combination of data and inventory into a single package. Optimization The whole point of curating data against the supply path is that it opens the door for robust real-time optimization to drive performance. If the solution ticks all three boxes, then brands and agencies should test curation and gauge its results firsthand. Curation done right drives results for brands, agencies, and publishers When done well, curation improves media buying efficiency and performance for brands and agencies. Importantly, it also drives results for publishers and content creators. Advertisers realize average data segment savings of 36-81% when using PMPs over the open exchange (Internal data) Advertisers see 10-70% lower CPC, 1.5x-3.0x higher CTR, and 10-30% higher video completion rate when using data-enriched PMPs over the open exchange (Internal data) When including their inventory in curated PMPs, publishers see an average 70% revenue uplift for mobile and 13% for connected TV (CTV) Beyond voting with budgets, media agencies and brands are also weighing in on the curation conversation: “Our Conditions Marketplace strategies have driven a 48% improvement in eCPM and a 26% improvement in CPA across our pharma client portfolio as of May 2024. For one client, we saw ROAS improve by 58% compared to their overall omnichannel performance while maintaining quality. These results aren’t outliers—they’re proof that curation is no longer a nice-to-have; it’s a must-have for marketers who want performance, precision, and scale working in lockstep.”Amanda DeVito, Butler/Till Industry-leading curation with Experian Tapping into an end-to-end solution that enables marketers to understand and reach their desired customers across channels through curation is a win-win for all parties. In the past three years, Experian and curation company Audigent have delivered a range of industry-leading innovations together, including the integration of Experian data into Audigent’s PMPs. As one company now, Experian's unique identity and data capabilities amplify how curation activates on the buy-side at scale, setting a new standard for audience targeting with added benefits like audience customization and flexible activation through Audigent’s PMPs or demand-side platforms. Connect with us Latest posts
The partnership between Experian and Fusion92 exemplifies how collaboration can deliver real marketing impact. This article explores the ways Fusion92 relies on Experian’s data to sharpen its audience targeting, streamline engagement across channels, and achieve measurable success. A need for unified audiences When Fusion92 set out to advance how their clients connect with precise audiences, they needed a data partner that could deliver comprehensive and actionable insights. Enter Experian. By using Experian’s marketing data and digital identity graph as a core source of data, Fusion92 built a solid foundation for their tools, DIOS (Data Input Output Solution), DAX (Data Advertising Exchange), and NoMi (pronounced “Know Me”). These powerful technologies enable Fusion92’s clients to control audiences more precisely, connect with the right people across optimal channels, avoid wasted impressions, and measure results with confidence. Why Fusion92 chose Experian Quality and reliability Experian’s commitment to data accuracy has earned the #1 ranking from Truthset, ensuring Fusion92’s campaigns are built on precise, actionable, and privacy compliant data that businesses can trust. Breadth and depth By offering demographic, behavioral, and channel preference data, Experian enables Fusion92 to have greater control over precision activation, empowering better results. Expert support Experian works closely with Fusion92 to provide tailored solutions and dependable expertise, adapting to meet the unique needs of their diverse clients. “Experian never really let me down in terms of data quality, data accuracy, and data reliability.”Dave Nugent, EVP of Data Science & Strategy, Fusion92 The power of teaming up Challenge A regional amusement park needed to increase membership renewal sales during peak season while reducing spend on households unlikely to visit. Solution Fusion92 combined the park’s first-party buyer file with Experian consumer data and custom geographic boundaries, built an advanced targeting model, and used Experian’s channel-preference insights to prioritize the media mix. The unified audience was then delivered omnichannel through Fusion92’s in-house proprietary DAX activation technology, with Experian’s identity graph supporting attribution. Result The marketing conversions beat the park’s stretch goal by 70%, confirming that accurate data and coordinated activation drive revenue lift. “It doesn’t matter if you’re a beginner or an expert. Experian will help you make the best use out of an incredible set of data assets.”Dave Nugent, EVP of Data Science & Strategy, Fusion92 Using marketing data to power omnichannel marketing Tools built by Fusion92 that meet client needs Fusion92’s suite of tools handles every essential phase of a campaign. DIOS starts by creating audience definitions and setting a foundation for strategy. Once these insights are established, DAX takes over, activating consistent, controlled engagement with tailored messaging. Detailed performance metrics throughout help optimize strategy along the way, ensuring campaigns remain impactful and cost efficient. DIOS in action DIOS eliminates guesswork, combining Experian’s data with advanced analytics to create precise audience models. This capability enables Fusion92 to define customer segments with accuracy, providing businesses with a roadmap to success from the outset. While currently in use as a managed service by Fusion92, a public-facing SaaS version is expected to be released in 2025. Activating every channel through DAX The campaign execution phase is pivotal, and DAX ensures smooth delivery and transparent measurement across channels. By incorporating Experian’s identity graph, DAX provides a clear picture of cross-channel behaviors and preferences, and how they impact business goals. This holistic approach enhances personalization, connecting online and offline interactions to create campaigns that resonate with consumers and drive ROI. Getting to know NoMi NoMi offers next-generation audience intelligence, empowering businesses with audience profiles built from behavioral insights, like transactional activity or in-market signals. This ensures that campaigns connect with people authentically and at scale. With NoMi, Fusion92 clients streamline targeting efforts, improving efficiency while reducing wasted spend. Thinking about your own transformation? Whether you’re tackling siloed activation, enhancing attribution models, or aiming for improved targeting, Experian’s data solutions can help amplify your efforts – just ask Fusion92. Explore how we can help you target smarter, engage better, and measure success confidently. Connect with an Experian representative today About our experts Dave Nugent, EVP of Data Science & Strategy, Fusion92 Dave Nugent, EVP of Data Science & Strategy at Fusion92, has over 27 years of experience in data-driven services, helping organizations better understand and target their audiences through predictive modeling and segmentation. Before joining Fusion92, he spent 11 years at American Spirit Corporation as VP of Data Solutions and co-founded Market Reason, where he secured a patent for an identity technology known as "identity solutions." Dave’s expertise bridges traditional, digital, and social advertising, offering innovative approaches to data utilization. He also shares his knowledge as a guest lecturer at the University of Chicago Booth School of Business. Crystal Jacques, VP of Enterprise Partnerships, Experian Crystal Jacques is the VP of Enterprise Partnerships, leading Experian's go-to-market team across all verticals. With over ten years of experience in the Identity space, Crystal brings a wealth of expertise to her role. She joined Experian in 2020 through the Tapad acquisition, following her successful stint as the head of Global Channel Partnerships for Adbrain, which The Trade Desk later acquired.