At A Glance
Google’s third-party cookie deprecation plans are on hold, but privacy expectations continue to rise. Marketers still need identity-based, data-responsible solutions to understand and reach audiences effectively. Experian helps brands stay connected through privacy-first identity, data collaboration, and measurement solutions that perform across channels, with or without cookies.In this article…
The marketing world has been preparing for years for the end of third-party cookies, and the news has shifted again. In 2025, Google paused its plan to phase out third-party cookies in Chrome, opting instead to introduce new privacy controls that let users manage how their data is shared. Even with this change, one truth remains: privacy-first; identity-driven marketing is no longer optional. For marketers, it’s about moving beyond reliance on cookies toward durable strategies built on trust, consent, and connected data.
What is cookie deprecation?
Cookie deprecation refers to browsers ending support for third-party cookies, which have long allowed advertisers to track user activity across multiple websites. These cookies were the foundation of behavioral targeting and attribution. By contrast, first-party cookies, created by a brand’s own website, will continue to function. They store essential information like logins or preferences and are central to modern data collection strategies.
The change aims to improve privacy and transparency, giving users more control over their information. For marketers, it represents a shift from broad tracking to consented, identity-based engagement.
Experian’s view: While third-party cookies may linger longer than expected, identity should remain the cornerstone of every marketing strategy.
Why is cookie deprecation reshaping the industry?
The shift toward privacy-first marketing didn’t begin with Google, but Chrome’s decision to limit third-party cookies has amplified the impact. Safari and Firefox removed third-party tracking years ago, but Chrome’s dominance, with roughly 65 percent of the global browser market, makes its shift a defining moment for advertisers.
- Apple App Tracking Transparency (ATT): Requires user permission before app tracking.
- Global Privacy Control (GPC): Lets users signal how their data can be shared.
- General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA): Enforce consent and transparency in data use.
- Google Tracking Protection: Now limits cross-site tracking for 1 percent of Chrome users, about 30 million people, before a full rollout.
The platform response
Google’s Privacy Sandbox initiative and new user privacy control interface aim to balance personalization with user protection. These updates mark a shift toward data transparency rather than full deprecation.
Experian supports this evolution by helping marketers adapt through privacy-led identity, data collaboration, and measurement solutions that meet compliance standards while maintaining addressability and performance across channels.
How will cookie deprecation affect marketers?
Marketers will notice several shifts:
- Less cross-site visibility: Without third-party cookies, connecting behavior across websites becomes difficult, making it harder to attribute conversions.
- Greater dependence on first-party data: Data collected directly from consumers (emails, preferences, purchase history) will be crucial for targeting and measurement.
- Increased adoption of alternative IDs: Solutions like Experian’s alternative IDs help maintain addressability and measurement in a cookieless world.
- Renewed focus on contextual advertising: Relevance now depends on where an ad appears rather than who sees it.
- New compliance expectations: Marketers must prove transparency and respect for consent under tightening global privacy laws.
What challenges should marketers expect with cookie deprecation?
Marketers face both operational and strategic hurdles as third-party cookies lose value.
Addressability and targeting gaps
Without universal identifiers, reaching audiences across channels becomes fragmented. Advertisers must unify data from CRM systems, mobile apps, and offline touchpoints to maintain reach.
Measurement and attribution complexity
As cookies disappear, so do last-click and view-through models. Solutions must rely on first-party data and probabilistic modeling to evaluate performance.
Privacy and consent management
Data collection now requires clear opt-ins, user control interfaces, and secure consent management systems that align with IAB standards.
Resource and skill constraints
Testing new identity and data solutions can be costly. Smaller teams may struggle to integrate clean rooms, universal IDs, or new reporting APIs.
Experian’s role: Experian supports marketers through this transition with privacy-compliant data infrastructure, identity graphs, and measurement tools that work across every major platform.
How can marketers adapt to a cookieless future?
Cookies may still exist, but durable identity strategies are the future of digital marketing. Here’s how to prepare:
- Use first-party data: Collect information directly from your customers through loyalty programs, preference centers, and interactive content.
Invest in analytics that translate this data into insight. - Establish a trusted identity foundation: Experian’s Digital Graph connects more than 4.2 billion digital identifiers, linking households and devices in privacy-compliant ways. That means marketers can expand their addressable reach and understand audiences without relying on cookies. Experian’s data-collaboration solutions let you combine your first-party data with partner insights securely, unlocking deeper audience understanding.
- Explore alternative targeting technologies: Contextual methods powered by Experian’s data accuracy ranked #1 by Truthset, help you maintain personalization while respecting privacy.
See how Experian’s identity resolution and data collaboration solutions can help you adapt in a cookieless world.
What are the best practices for post-cookie marketing?
- Be transparent: Make consent simple and clear, and show how data adds value. Experian helps brands maintain transparency through privacy-first data solutions built on consented consumer information.
- Prioritize data quality: High-quality, verified data builds confidence and improves ROI. Experian’s accurate and validated data assets ensure marketers reach real people with relevant messages.
- Choose the right partners: Work with technology providers like Experian that support privacy regulations and enable interoperability across platforms.
- Keep the customer experience central: Relevance and respect earn long-term loyalty, values embedded in Experian’s approach to responsible marketing.
What does the future look like for advertising without cookies?
The end of cookies isn’t the end of personalization. It’s a chance to design advertising that earns consumer trust. Marketers who connect data responsibly and measure real outcomes will outperform those chasing outdated identifiers.
Experian already helps global brands build this future through:
- Consumer Sync identity solution: Enables consistent, privacy-safe engagement across channels.
- Consumer View data solution: Delivers compliant, data-driven insights to inform data-driven marketing decisions.
- Digital and Offline Identity Graph: Provides scalable connectivity across digital and offline environments for a unified customer view.
Learn how Experian can help you thrive after cookie deprecation
Cookie deprecation changes how digital marketing works, but it doesn’t erase the value of data. With Experian’s identity, connectivity, and trust-based solutions, you can continue reaching audiences effectively and measure what matters.
Explore how Experian can help you connect confidently in a cookieless world
FAQs
Cookie deprecation refers to browsers ending support for third-party cookies, which track users across sites. This shift promotes greater privacy and transparency while encouraging marketers to use first-party and identity-based data for targeting and measurement.
As of September 2025, Google paused its plan to fully deprecate third-party cookies in Chrome. The company will introduce new user privacy controls that allow individuals to choose how their data is shared, while continuing to test privacy-preserving APIs through its Privacy Sandbox.
Safari and Firefox already block third-party cookies, and other browsers have adopted similar restrictions. While Chrome’s deprecation is paused, its large user base, more than 60 percent of global traffic, means its future policies will continue to influence how marketers plan and measure campaigns.
Even with Google’s pause, marketers should keep building privacy-first strategies. Focus on:
– Strengthening first-party data through loyalty programs and preference centers.
– Using Experian’s Digital Graph to connect audiences across devices and environments.
– Activating with Consumer Sync® for consistent, privacy-safe engagement.
– Collaborating securely through Experian’s data collaboration solutions, which allow brands to share insights responsibly.
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Tom Rolph, VP EMEA at Tapad, part of Experian, says that ad-sponsored streaming services can be successful if they can deliver a higher quality viewer experience than other streaming services. Last week, Hulu, the streaming service acquired by Fox and now owned 60 per cent by Disney, announced it will be regularising its ad loads. The streaming service will be bringing ad breaks down to 90 seconds in an effort to deliver a better viewer experience. This is a positive move from Hulu and one which other ad-supported streaming services should follow in order to be successful in a competitive market. Previously ad breaks on Hulu could vary wildly, from 180 seconds to 240 seconds, due to existing deals with its three owners: Disney, Comcast and AT&T. Over in the UK, we haven’t suffered from quite as inconsistent an approach as in the US, but there is still viewer frustration with the ad experience on ITV Hub and All4, where the problem tends to be over exposure of the same ad. Therefore, this move to standardise ad break lengths for streaming platforms is one that should be embraced on both sides of the pond. An important shift in this space will be to limit the number of ads during each show, but have better ad targeting to minimise repetitive advertising and increase the ROI of ad spend. All of which can be accomplished by investing in identity resolution products that can support CTV devices. Last year Ofcom found that in the UK subscriptions to Netflix, Amazon and NOW TV have risen above those to traditional pay TV services. With Netflix and Amazon both ad-free and NOW TV only a limited ad funded model, it’s clear that there is a growing appetite for ad-free viewing models. A fact that is only further supported when you consider the role of the BBC and BBC iPlayer. But the picture isn’t entirely negative for ad-funded models. There is demand for great content on ad-funded services in the UK, with ITV Hub boasting over 1bn requests and 540m hours of TV watched. The ITV Hub mobile app has also been downloaded on over 27m devices across the country – with over 22m people now registered to ITV Hub database, including more than half of Britain’s 16-24 year olds. However, to continue to attract and retain younger viewers, the experience will have to improve. There are several areas where ad-supported streaming providers need to improve in order to remain top players in this space: Ad experienceAs explored above, both volume and repetition of ads can be a turn off for viewers, but with Brits already spending a total of £303.16m every month on TV streaming services, according to Finder.com, there is potential for free, ad-funded models to flourish as people hit a limit on what they are willing to spend. There are already signs of improvement with the ad experience, with ITV just signing a deal with Amobee to allow for addressable ads on ITV Hub, while Sky’s AdSmart technology remains best in class and has now crossed over the pond to be used by Comcast stablemate NBC. Server reliabilityA cursory search finds little evidence of ongoing reliability problems with Netflix, but much evidence of problems with ITV Hub and All4, which are both prone to crashing. To compete with bigger players with massive server farms, server capacity needs to be tackled. This is especially true when it comes to live events, where many people will recall ITV Hub’s famous fails during the World Cup. While even some of the larger players have had similar streaming issues (for example, Amazon’s move into live sports streaming when they had to pull UK streaming of the US Open Tennis due to user complaints), viewing experience should be prioritised as the space gets increasingly competitive. Getting the content rightAmazon and Netflix have huge content budgets, but UK broadcasters remain strong in this regard, Channel 4 has enjoyed viewing figures of 7.5m for the Great British Bake Off, while ITV pulled in 13.7m for I’m A Celebrity. By building on UK-specific content that speaks to UK audiences, ad-supported streaming services can continue to pull in more viewers. Mobile accessMore and more Brits are choosing to watch TV content on their smartphone or tablet, according to UKOM-approved comScore data. In fact, 6.5m adults visited the BBC iPlayer app to watch video on either a smartphone or tablet, edging out Netflix which attracted 5.8m Getting the experience right on mobile, with the option to download content so it can be viewed in areas of low or no signal, is key.If UK ad-supported TV stations can crack these key areas for their Connected TV offering then they will be set up to succeed and offer a true home-grown alternative to the US streaming giants. Full article here. Contact us today
Tapad's, part of Experian, SVP of Identity shows us how marketers might communicate seamlessly through emerging channels like voice, the smart home, and, yes, podcasts.In his relatively new role as senior vice president of identity at Tapad, a part of Experian, Ajit Thupil keeps a close eye on the evolution of marketing as it becomes more intent on using data and identity technology to track ROI. Here he sits with Chris Wood at Tapad’s New York offices to discuss the future of identity. (To capture the inventive atmosphere at this location, the room they chatted in was named after Leonardo da Vinci.) For Thupil, it all comes back to the customer, whether it’s a brand client or a consumer. Brands want measurability and customers demand a seamless experience across the many devices they use in a day. While consumers are understandably reticent about giving up personally identifiable information (PII), current identity solutions use anonymous data profiles to connect the dots at the individual or household level. Given the frequency that users switch devices, along with their tendency to share bigger screens like TVs, there’s no dearth of challenges for this “head of problem solving” to solve. Contact us today
Joint solution will enhance accuracy and reach across North America, EMEA and APAC NEW YORK, April 17, 2019 /PRNewswire/ — Tapad, a global marketing technology company and leader in digital identity resolution solutions, today announced a new joint capability with Arm®Treasure DataTM , a leader in enterprise customer data management. The partnership combines The Tapad GraphTM technology with Arm Treasure Data's robust enterprise Customer Data Platform (CDP), enabling advertisers in the Arm Treasure Data marketplace to access Tapad's datasets. With the integration of Tapad's Graph and Arm Treasure Data's existing first party data, marketers will be able to deliver scalable, cross-device messaging with precision. In addition, marketers can benefit from anonymous customer journey analysis, audience expansion and online and offline attribution. Arm Treasure Data's APAC market customers will have access to expanded audience reach by leveraging Tapad's global, proprietary datasets. While Tapad will be able to extend its presence into the APAC region, tapping into Arm Treasure Data's existing footprint. "Combining Tapad's Graph with Arm Treasure Data's CDP will enable our customers to make holistic, data-driven decisions that increase ROI," said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. "In combining these two solutions, we can now offer advertisers the value of both technologies to optimize their marketing initiatives and create seamless experiences across multiple devices and channels." "The Tapad GraphTM is a trusted and established platform with a history of innovation," said Stephen Lee, Senior Director, Business Development, Arm Treasure Data. "Integrating Tapad's technology into the Arm Treasure Data CDP will allow for streamlined experiences across markets, achieving global scalable reach." For more information about The Tapad GraphTM, or to request a demo, visit our identity page. About Tapad Tapad, Inc. is a global marketing technology company and leader in digital identity resolution solutions. The Tapad GraphTM, and related solutions, provide a privacy-safe approach to connecting device identifiers to brand and marketer data, thereby allowing for enhanced measurement, attribution, reach and ROI of marketing campaigns. The Tapad GraphTM enables marketers around the world to maximize campaign effectiveness and drive business results. Tapad is recognized across the industry for its innovation, growth and workplace culture, and has earned numerous awards, including the TMCnet Tech Culture Award. Based in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo, and is a wholly owned subsidiary of Telenor Group. About Treasure Data Arm Treasure Data enterprise Customer Data Platform (CDP) unifies data from multiple sources – online, offline, IoT and device generated data – and empowers enterprises to disrupt their markets with superior customer experiences. Our customers are creating transformational customer relationships by connecting the data dots with our CDP. Arm Treasure Data is fully owned by Arm Holdings and has a global customer base of over 300 enterprises including Fortune 500 and Global 2000 companies. Our clients manage over 130 trillion records, resulting in more predictable and profitable business results. Contact us today