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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.
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Delivering personalized customer experiences is essential, with 81% of customers preferring a personalized approach to their relationships with brands. However, 80% of consumers are concerned about how their data is used, presenting businesses with the challenge of balancing data collection and privacy with personalization. Despite consumer appetite for personalization, many organizations lack the data to make data-driven decisions: 68% of businesses don't understand how their customers think, and 82% don't confidently know their customers' pain points. Without this critical data, businesses cannot effectively create personalized consumer connections. Experian offers businesses robust and unique data through our Marketing Attributes to empower businesses with the insights required to derive accurate insights into consumers and drive personalized experiences. 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Linear TV advertising — also known as traditional or broadcast TV advertising — refers to scheduled ad programming broadcasted over traditional channels. While it doesn’t dominate the spotlight as it used to, it’s still a significant force in advertising today because of its vast potential to reach broad audiences and create memorable moments through high-profile events. Broadcast and cable TV, both forms of linear TV, still account for around 24% and 26% of U.S. TV viewership, respectively. As marketers look for ways to combine traditional and digital strategies, knowing how linear TV still fits into the mix can create value for brands and provide new opportunities for broader reach and engagement. This article explores the relevance and benefits of linear TV and how traditional broadcast television can complement digital platforms alongside changing viewing preferences. Linear TV vs. digital channels Even though linear TV has maintained impressive viewership, it’s impossible to ignore the growing influence of advanced TV platforms like OTT (over-the-top) streaming services and connected TV (CTV). These digital channels have changed how audiences consume content, complemented traditional linear TV, and created new marketing opportunities. Each offers unique advertising value, and knowing how linear and certain forms of advanced TV stack up can help advertisers make informed choices about where to focus their efforts. Linear TV Linear TV is regularly scheduled programming on networks like ABC or NBC. The name refers to its linear delivery of content on a set schedule, with all viewers tuning in at the same time. It's great for reaching large audiences during live events or prime-time shows but lacks the precise targeting options available on digital platforms. Targeting: Advertisers can only target broad demographics (age, gender, location) but not specific interests or behaviors. Ad format: Ad formats typically take the form of non-interactive ads, usually 15-, 30-, or 60-second spots shown during commercial breaks. Viewer engagement: Viewing is passive, as ads are shown at fixed times and cannot be skipped. OTT OTT refers to streaming services that bypass traditional cable or satellite to deliver content through the internet on platforms like Netflix, Hulu, and Peacock. Content is available on-demand and accessible on devices like laptops, tablets, smart TVs, and smartphones. OTT is flexible, so viewers can watch what they want when they want. Targeting: OTT offers precise targeting using interest, viewing behavior, and location data to personalize ads. Ad formats: Formats can include pre-roll, mid-roll, sponsored content, and sometimes interactive ads to drive engagement. Viewer engagement: Viewers can control their experience with the ability to pause, skip, or replay content depending on the platform’s features. CTV CTV refers specifically to televisions connected to the internet through built-in smart features or external devices like Apple TV, Amazon Fire TV, or Roku. CTV is a delivery mechanism for streaming OTT content to the TV screen, making it like an intersection between traditional TV and digital streaming. Targeting: Similar to OTT, CTV allows precise targeting based on viewer data such as preferences, behaviors, and geographic location. Ad formats: Includes pre-roll, mid-roll, post-roll, and, in some cases, interactive ad features like clickable banners or in-ad actions. Viewer engagement: Engagement levels are higher than linear TV, as viewers are often more active participants who can pause or interact with ads. A brief comparison: Linear TV, OTT, and CTV The main differences between OTT and CTV are in their delivery and access. OTT refers to the streaming services providing content, regardless of the device, while CTV refers to the internet-enabled TV screens through which OTT content is consumed. They’re complementary, with OTT defining the content and CTV shaping the viewing experience on the largest screen in the house. Each TV platform has its own strengths. Linear TV is great for reaching a broad audience with memorable ads, while OTT and CTV offer more precise targeting and greater viewer engagement. Advertisers should consider using a mix of these platforms, taking advantage of each one’s benefits to create a well-rounded advertising strategy. Benefits of linear TV in the modern advertising landscape While consumer behavior has shifted toward digital content consumption, the sheer scale and influence of pre-scheduled, real-time broadcast TV advertising makes it a powerful tool for brand advertising within a broad media strategy. When integrated with digital strategies, linear TV can widen your reach, foster brand safety, and boost viewer engagement, to name a few benefits. Mass reach and brand visibility Broadcast TV advertising has a massive reach, especially during live events and news broadcasts. It delivers content to large, diverse audiences at once — something digital platforms, with often fragmented and niche targeting, cannot achieve on the same scale. To put things in perspective, there are nearly as many linear TV viewers today (228 million) as social media users (236 million), according to eMarketer. This helps marketers earn brand visibility and recognition across broad demographics and make an impact on their target audience. Advertisers can also use linear TV to reach multiple individuals in a single household, making it an efficient way to run household-focused marketing campaigns. Linear TV advertising increases the likelihood that a diverse audience residing in one household will see your content. Brand safety and controlled environment One of linear TV's most important advantages is its controlled, brand-safe environment. Unlike digital platforms, where ads can appear alongside user-generated content or in unpredictable and sometimes risky settings, linear TV offers a more curated environment. Advertisers can be confident their message will be delivered in a professionally regulated context so viewers develop a positive, reliable brand association. Diversify your marketing mix Some demographics are underserved by digital channels and are more likely to see ads on linear TV than on an internet-connected device. Top U.S. advertisers obtain more impressions among adults over 55 using linear TV ads, with Baby Boomers spending an average of 5 hours and 46 minutes daily on linear TV. This highlights why it’s so critical to diversify your marketing mix with various channels that help you tap into audiences your competitors may not be. Preferred hosting for major events Digital platforms are hosting more live events every year, but linear TV is still the most successful and reliable medium for major events like elections, breaking news, award shows, primetime TV, and the Super Bowl. In fact, linear TV dominated the 2024 U.S. Presidential election, with major networks achieving off-the-chart ratings and more than 42 million cable viewers nationwide. Guaranteed ad exposure While many digital platforms allow viewers to skip ads, linear TV ads have stayed unskippable and ensured viewers receive full exposure to marketing content. With traditional TV ads reaching as long as 60 seconds, this guaranteed viewership is a chance you can’t miss to capture your audience's attention. Viewer engagement and ad recall Paired with CTV, linear TV is exceptionally good at engaging viewers and facilitating strong recall with high-quality content. A recent study by Brightline found that, even in 2024, linear TV maintains the highest ad attention with an attention rate of 54.5%, surpassed only by premium CTV with a 56.1% attention rate. When viewers are highly engaged with TV programming, they’re also more likely to remember the aired ads, which boosts ad effectiveness and sales potential. According to a Comcast Advertising study, long-form TV and streaming ads are also twice as memorable as short-form mobile digital ads. This study revealed that TV ads garnered more visual attention than digital mobile ads, as participants watched 71% of the TV ads compared to the 30% they watched on mobile. Ads viewed in the TV environment even resulted in 2.2x higher unaided recall and 1.3x greater purchase intent than mobile digital ads. Traditional TV advertising, combined with digital, creates a full-screen, lean-back viewing experience that makes lasting impressions and elevates consumer memory. Current trends in TV advertising While it's true that linear TV is facing a viewership decline as audiences shift to digital platforms, it’s not disappearing entirely. Advertisers are finding new ways to innovate within the confines of linear TV and using advancements in targeting, content delivery, and OTT platform integrations. Free ad-supported television services (FAST) For one, linear TV is finding a new lease on life through FAST services; FAST channels bridge the gap between traditional linear TV and contemporary streaming preferences to reshape how audiences engage with ad-supported content. The main appeal of FAST is its ability to deliver curated, genre-specific programming combined with on-demand options. Roughly 70% of streaming users know about FAST and have used it within the last three months. Unlike traditional video-on-demand (VOD) platforms focused on high-profile originals and on-demand access, FAST channels bring back the structured, live grid format that mimics classic TV viewing experiences. Services like Pluto TV, Tubi, and the Roku Channel have captured significant audience share by blending nostalgia with modern accessibility. These agile, scalable platforms help media companies quickly launch new channels, as they did with NBCUniversal’s recent addition of 48 channels on Freevee and Xumo Play. High-impact events Certain genres, like live sports and award shows, continue to dominate on linear TV, including: The Super Bowl Other major NFL games The NBA Finals The Olympics The Oscars The Grammy Awards The Emmy Awards These events attract massive audiences and are a prime spot for advertisers. However, even live sports are transitioning to OTT platforms like Netflix, Amazon, and Peacock. Platforms like Amazon Prime Video, Apple TV, and ESPN+ are starting to secure exclusive streaming rights for major sports events and changing viewership patterns, which creates fiercer competition for linear TV. On the flip side, marketers have new opportunities in OTT environments to enjoy the reach of traditional TV advertising with more precise targeting. Linear programmatic TV While linear TV faces growing competition from digital channels, it’s adapting to meet marketers’ needs through innovations like linear programmatic TV. This approach automates the buying and placement of ads on traditional TV so advertisers can apply data-driven insights for more precise targeting. Unlike traditional linear ad buys, which rely on fixed schedules and broad audience demographics, programmatic technology allows for greater efficiency, flexibility, and strategic alignment. Recent forecasts show linear programmatic TV growing steadily throughout 2025 and being a valuable transitional tool that combines linear TV’s reach with digital platforms’ personalization and measurability. Cloud TV Cloud TV modernizes the traditional TV advertising experience by combining its established infrastructure with the best features of digital streaming and OTT. Companies like Vodafone and Viacom18 are transforming linear TV into a more flexible and scalable cloud-based service that delivers linear content alongside streaming options. Users can now conveniently access live TV and on-demand content from one interface. Currently, platforms like YouTube TV and Hulu + Live TV blend linear broadcasts with OTT streaming in the cloud so that viewers can watch traditional TV channels and access on-demand shows all in one place. This means advertisers can deliver targeted, personalized messages to the right audiences without losing the large-scale reach of linear TV and engage people across live TV and digital content. Addressable TV and advanced targeting Linear TV has always been limited by broad targeting, showing the same ad to everyone, no matter who’s watching. Addressable TV changes the game, letting advertisers deliver different ads to specific households during the same program so brands can reach the right people with messages that matter to them. The key to making this work is authenticated audiences. These are viewers who log in to platforms with verified information, giving advertisers better insights into their interests, behaviors, and demographics. This level of audience data allows for smarter audience segmentation and more effective ads based on interests, demographics, and behaviors. With Experian’s addressable TV audiences and strategic partnerships, you can execute highly targeted and measurable TV campaigns. Using reliable first-party data and universal identifiers (like Unified I.D. 2.0), which link consumer profiles across devices and channels, we help brands reach the right viewers on traditional TV and CTV platforms and ensure the right person sees the right ad at the best time without overexposure. How to integrate linear TV with digital marketing strategies Integrating linear TV with digital marketing strategies starts with aligning campaigns with audience behaviors and preferences. Using data-driven insights, brands can ensure their TV efforts complement digital channels to create a unified, impactful experience. Experian simplifies this process with advanced identity resolution and audience insights. Our identity graph and syndicated audiences can help your brand: Link TV ad exposures to online engagement and create a seamless experience across platforms. Measure cross-channel performance and understand how linear TV contributes to digital outcomes. Use enriched audience data to tailor ads that resonate for relevance and consistency across TV and digital. We’re ready to help you maximize the effectiveness of your TV advertising campaigns. Ready to connect with Experian’s TV experts? Partner with a leader in data and identity to achieve the full potential of your television marketing. Our innovative tools and collaborations with top industry platforms provide exciting opportunities for you to reach and engage your ideal audience. Let us help you transform your strategies and maximize your marketing ROI with our advanced TV solutions. Talk to our TV experts Contact us Latest posts