A Cookieless World Is Coming What Does It Mean for Marketers
Data Management

A Cookieless World Is Coming: What Does It Mean for Marketers?

Google’s announcement that it will stop supporting third-party cookies by the end of 2023 has many marketers worried. In this blog post, we talk about what a cookieless world actually means for marketers and how they can rethink cookies.



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Date Published: 2nd Jan 2023

19 min read


Manreet Khara
Content Writer
Manreet Khara is a lawyer by education, but her writing is full of energy, never dense, and provides a unique perspective on the world, especially to the uninitiated. Her writing is both logical and creative, using metaphors and drawing connections between different things; her articles are relatable, memorable, funny, and intelligent. When she’s not writing, Manreet enjoys films, takes naps, and writes stand-up sets she hopes to perform someday.

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Frequently Asked Questions

The cookieless world presents challenges for marketers as they lose access to certain types of user data previously obtained through cookies. Marketers need to adapt their strategies and rely on alternative data sources to continue effectively targeting and understanding their audience.

Marketers should reassess their reliance on third-party cookies and gradually reduce their dependency. It is important to determine the specific data obtained from cookies and explore alternative data sources such as location data from tech giants or collaborating with other brands for predictive modeling.

Marketers can shift towards contextual advertising and publisher targeting. Instead of relying on third-party cookies, they can use contextual advertising to reach audiences who are likely to be interested in their products or services. Second-party data partnerships and direct consumer feedback also offer valuable insights for personalized targeting.

Marketers should establish a well-organized data collection and management system within their organization. This may include appointing a data relationship manager, implementing a Consumer Data Platform (CDP) to store comprehensive consumer information, and ensuring data flows freely across teams for enhanced context and analysis.

Marketers should prioritize consumer trust by respecting privacy and obtaining data through transparent means. This can be achieved by implementing privacy regulations, engaging in data dialogue with consumers, and providing value through personalized experiences. Offering incentives for data sharing and investing in a "Privacy by Design" approach that empowers consumers with control over their data can also contribute to building trust.