One thing we know is that Google’s third-party cookies are going away. However, Google keeps pushing the date and everything could change before the brand institutes third-party cookie deprecation. At the moment, we know it is going to happen due to changes in privacy laws and public outcry against personal data being tracked and sold to marketing companies. 

What Date Will Third-Party Cookies End?

Originally, Google planned to phase out third-party cookies in the second half of 2024. However, in April, they announced they are pushing the date to 2025 to give stakeholders more time. Google has run into challenges going from user tracking to other ways to target the right audience. Thanks to regulations from some states and the European Union (EU), Google must figure out how to track details for advertising purposes while still protecting user privacy. 

While Google now points to early 2025 as the target date, it is conceivable the time frame will extend further out as the tech giant scrambles to keep advertisers happy. 

What Are Third-Party Cookies? 

Cookies are tracking codes a website or app inserts on a user’s computer or mobile device. Marketers collect data and use it to personalize user experience, which results in higher conversions and happier users. 

Google’s plans for third-party cookie deprecation have been in the works since about 2020 to create a World Wide Web that better protects user privacy. APIs will take the place of how third-party cookies function. 

Search Engine Land reported some of the things keeping Google from their extended deadline of ending cookies by the end of 2024. Among concerns included items voiced by CMA, the U.K. Information Commissioner’s Office and users of Privacy Sandbox. 

A Welcome Delay

Adding more time gives websites and service providers time to figure out how to stop using third-party cookies and avoid breaks in the way some software and websites function. The extension gives people time to move to Privacy Sandbox APIs as a replacement for cookies. 

Third-party cookie depreciation completely changes the way smaller businesses have used user details to reach their target audiences. It makes sense that people need more time to figure out other methods moving forward. 

Results of Google’s Third-Party Cookie Deprecation

In 1992, the summer Olympics took place in Barcelona, Jay Leno took over The Tonight Show and Netscape invented the cookie, allowing website owners to track users and remember preferences for the first time. For over 30 years, the cookie has been the mainstay of online marketing efforts. Now, Google, Mozzila and Apple all have plans to completely phase out its use and replace it with new technology.

Changes in world-wide privacy laws are part of the reason for the shift but many users expressed concerns over how their personal information and browsing habits gets shared with websites and people they’ve never even heard of. 

The results of Google’s third-party deprecation will be fairly widespread, but until implemented, it’s impossible to know exactly how marketing might change in the coming years. 

1. Ad Revenue Impact

Any changes in cookie usage could particularly impact smaller companies who rely on ad money for a big portion of their revenue. Brands may have to scramble to learn how to use APIs or pay a premium for information. 

2. Less Effective Marketing

Many have expressed concerns over the potentially higher costs and lower ad revenue that will likely result from third-party cookie deprecation. Without the detailed tracking cookies offer, it will be more difficult to present targeted offers to the right audience. Small brands may have to throw a lot of money into ads that aren’t as effective as in the past and bring lower returns. 

3. Privacy Compliance

One positive from the changes is that Google may be more in line with the General Data Protection Regulation (GDPR) Act and other privacy laws. European Union regulators fined Google $57 million for privacy violations based on the GDPR and Sephora settled on a $1.2 million fine under the California Consumer Privacy Act (CCPA). 

The change to different tracking methods will mean less likelihood of violations and reduced changes of fines from the EU and California. However, as time passes, expect brands to look for new ways to get the details needed to market most effectively. The new systems will likely wind up getting fined in the future. 

4. New Innovations

The change from cookies will likely drive new technology and innovations. Google plans to reduce cross-site tracking and continues to create the Privacy Sandbox. The new secure technology should track categories and reduce the need for data transfers. 

First-party data will replace third-party information. Businesses will now have to study each option and find the best one for their needs. Direct messaging will become much more important. 

How to Prepare for a Cookieless Future

As with any major shift, businesses that prepare for the third-party cookie deprecation will likely see less impact than those that fail to research new marketing methods. There are a number of things you can do to prepare for a future without third-party cookies. You can still embrace targeted advertising via data collection–the methods may change a bit. 

Google disabled third-party cookies for 1% of users in January 2024. However, they have delayed full rollout while they work out some kinks. This delay gives business owners more time to prepare for a cookieless future. Here’s what you can do:

1. Audit Your Site for Third-Party Cookies

Use Google’s Privacy Sandbox Analysis Tool to see what cookies you’re utilizing. It’s easy to install a plugin or tap into advertising methods and not realize you are tracking data you possibly shouldn’t under new GDPR and CCPA rules. Remove any plugins or code that triggers the tool. 

2. Test for Broken Links and Other Issues

After you remove third-party cookies, check your site to make sure everything functions properly. Does every link work? Do any pages crash? Make sure the site functions as it should without the third-party tools in place. 

3. Report Issues

If you find anything broken, report the problem to Google so they can find a solution. Reporting issues with third-party deprecation may give everyone more time to resolve bottlenecks and make the needed changes without detrimental effects. 

4. Spend Time in the Sandbox

Google’s Privacy Sandbox is replacing third-party cookies. Now is the time to become familiar with how to utilize APIs. Report any issues as Google is still refining the system and trying to ensure compliance with regulations while also giving its business users the info they need to remain successful. 

If you already understand the differences between APIs and cookies, you’ll be a step ahead of competitors when Google fully implements its third-party deprecation–likely sometime in 2025.

5. Test Other APIs

Google isn’t the only player going to an API model. Look to other options, such as Meta. You can also pay close attention to server to server conversion tracking to see where the traffic comes from that is your target audience and if they translate into buyers. 

6. Improve First-Party Data

With third-party data tracking going away, look for ways to better use first-party information. Website owners will need to get skilled at analysis and seeing who came from what referrer and if they converted into a customer or bounced away.

It may take some time, but targeted advertising is still possible armed with details of campaigns and which were most effective. Repeat the ones that work and lose the ones with low results. 

You can install software that complies with GDPR and other regulations for first-party collection by throwing up a cookie notice. 

7. Increase Your Marketing Budget

Realistically, you will need to increase your marketing budget to allow for the less targeted capabilities now available. While you may have to spend more for the same results, you’ll also be able to pour your money into what works for you as a brand and pull out of the locations that aren’t resulting in revenue.

Pay careful attention to your Return on Investment (ROI). If you place an ad on Facebook and it results in a lot of site visitors but little sales, your ROI is poor and you either need to change your ad, audience or where you’re spending marketing money. 

8. Consider Contextual Targeting

Although it went out of preference for a while, contextual targeting may make a comeback as Google phases out third-party cookies. Finding the right audience with shared interests is the first step to reaching the people who might want to buy what you sell. Behavioral marketing may become more difficult without cross-site cookie tracking, so turning to contextual cues becomes more powerful. 

An example of contextual advertising is a site selling pots and pans. They post recipes on their blog and showcase the equipment used to make the meal, such as a particular pan that can go from stovetop to oven. The idea is that people looking for the recipe may be interested in buying the pan to complete the steps as written. 

Another View and How It Helps Google

Google is actually one of the last big name browsers to adopt third-party cookie deprecation. Apple’s safari went to Intelligent Tracking Prevention in 2017, dropping cookies. Firefox moved to Enhanced Tracking Protection in 2019. 

By moving to better protection, Google potentially eliminates the risk of further fines from the EU. However, many users on Reddit and other discussion forums point to the fact that Google still tracks users and now can keep all the information for themselves, increasing their revenue potential further. 

TurtleKwitty posted that Chrome itself is a third-party tracker and Google’s main business is selling data. The poster pointed out there is nothing selfless in Google’s actions. 

What Should Business Owners Do Going Forward?

Now is the time to prepare for Google’s third-party deprecation. Although they’ve pushed the dates into 2025 for most users, it has been in the works for a while and will come to pass eventually. 

Remember that third-party cookies have nothing to do with first-party cookies and shore up the information you utilize from your site to better serve your users. Market in different ways now so when the phase out happens, you’re ready for it. It is a big adjustment, but as with most Google changes, business owners will adapt with time.