As marketers and developers gather to discuss pivotal shifts in the digital landscape, Aneta Holá’s talk at WebExpo 2024 outlined the challenges and implications surrounding the use of third-party cookies. While cookies, in general, are not disappearing overnight, the longstanding reliance on third-party cookies is undeniably changing—and not as straightforwardly as once anticipated. Aneta’s presentation explored actionable insights to adapt effectively, taking into account both the Privacy Sandbox roadmap and Google’s newest commitment to “user choice”.
Understanding the fundamentals of third-party cookies
Why have third-party cookies been so integral to digital marketing? In short, they can travel across multiple sites, allowing a cookie collected on Website A to be read by advertisers on Website B. This capability has made them indispensable for cross-site user tracking and personalised ad targeting. Mozilla’s Documentation offers an in-depth explanation.
Yet, a growing push for enhanced user privacy has placed third-party cookies on the chopping block. Safari and Firefox led the way by imposing strict limitations, and Google initially announced it would phase them out on Chrome by 2022, then 2023, then 2024. As of the date of Aneta’s talk, it seemed “early 2025” would mark the final curtain (see Google Ads support article). However, a BIG July 2024 update suggests Google may pivot to a user-driven approach—enabling people to choose how third-party cookies function on their browsers rather than outright banning them on a fixed date.
This evolving timeline underscores the complexity of moving away from cookies. Nevertheless, it remains crucial for marketers and advertisers to plan for a future where third-party cookies are no longer the central mechanism of user tracking and personalisation.
The implications of the Privacy Sandbox
Amid uncertainty about exactly when and how third-party cookies will be deprecated, Google’s Privacy Sandbox remains central to its vision of a privacy-centric ecosystem. If you’re interested in diving deeper, Natalia Markoborodova’s talk at WebExpo 2025 promises even more insights into building identity solutions for the web using Privacy Sandbox APIs.
Rather than being a mere alternative, the Privacy Sandbox aims to reshape the framework for advertising and measurement. It packages several privacy-preserving APIs—such as the Topics API—that collect user interests directly within each browser rather than through external tracking. Describing the Topics API, Aneta noted, “You will actually have pretty defined topics—interest groups—that are predefined by Google, and you’ll be put into one based on the content you’re visiting”. This approach hopes to preserve some level of ad personalisation while respecting user privacy.
With Google’s latest announcement, it’s clear that these APIs will continue to develop. Even if Chrome’s third-party cookies aren’t disabled all at once, the industry is still moving toward more privacy-forward strategies.
Retargeting and targeted advertising implications
A central concern is the impact on retargeting and targeted advertising. Historically, these have leaned heavily on third-party cookies to identify and follow users across sites. With the potential end—or at least the curtailed role—of such cookies, retargeting methods will need to evolve.
Aneta emphasised that marketers must brace themselves for a world in which cookie-based tracking isn’t the default. In practice, this means:
- Greater reliance on first-party data: Gathering user information voluntarily (e.g., through sign-ups and email subscriptions) to maintain a direct relationship.
- Exploring new ad-tech solutions: Testing out Privacy Sandbox APIs, server-side tracking, and other tools that reduce the dependence on cookies.
- Fostering user trust: Being transparent about data usage and seeking explicit permission.
Strategies for adapting to a (potentially) cookieless environment
Even if Google provides more wiggle room by elevating user choice, it’s still wise to prepare for a scenario where many users—and potentially entire browsers—block third-party cookies:
- Conduct an audit: Identify every touchpoint where your site depends on third-party cookies. Determine which partners or vendor scripts may become less effective or need reconfiguration.
- Review third-party services: Evaluate analytics platforms, embedded widgets, and ads services to see if they have a roadmap for adapting to new browser APIs (like Topics).
- Strengthen first-party data: Encourage users to share information in exchange for clear value—such as personalised content, offers, or a better user experience. Develop robust consent flows that respect users’ right to privacy.
- Experiment early: Aneta urged attendees to begin working with new tracking and conversion tools—even before a firm cutoff date arrives. For instance, implementing Google Ads’ enhanced conversions can reduce reliance on traditional third-party scripts.
- Collaborate cross-functionally: Marketers should work closely with developers to test new APIs and ensure that data collection processes remain both compliant and user-friendly.
Establishing a forward-looking approach
Aneta’s overarching message remains: be proactive rather than reactive. Even with a more flexible timeline, waiting until the last moment can result in a scramble that undermines marketing performance. This transitional period is actually an opportunity to innovate, test emerging technologies, and build stronger, privacy-conscious relationships with users.
“I believe it’s an important step towards user privacy and we should embrace it. We should get ready for it and we should not be scared”, Aneta advised. By building robust first-party data systems, enhancing user trust, and experimenting with Privacy Sandbox tools, companies can future-proof their marketing without being blindsided by evolving privacy standards.
Changes are coming, so watch this space (and Aneta’s presentation below)
The digital landscape’s next wave of innovation will revolve around user data and privacy, and being ahead of the curve will position your organisation as a leader. Aneta’s talk serves as a practical guide to help marketers and developers continue to thrive in a world that gradually shifts away from third-party cookies.
If you’re still curious about what a third-party cookie-free world might look like, check out Aneta Holá’s presentation from WebExpo 2024. And don’t forget to keep an eye on further Privacy Sandbox announcements. This story is far from over.