industry11 min read
The Cookieless Future: How to Prepare Your Advertising Strategy
Third-party cookies are dying. Learn how to adapt your advertising strategy for a privacy-first world.
SC
Sarah Chen
Head of Product | November 10, 2024
The End of Third-Party Cookies
Google Chrome will phase out third-party cookies by late 2025, following Safari and Firefox. This fundamentally changes digital advertising.
What Changes
Affected
- Cross-site tracking
- Third-party retargeting
- Conversion attribution
- Audience syndication
Unaffected
- First-party data
- Contextual targeting
- Server-side tracking
- Platform pixels
How to Prepare
1. Build First-Party Data
- Email collection
- Account creation
- Loyalty programs
- Surveys and preferences
2. Implement Server-Side Tracking
- Conversions API (Meta)
- Google Enhanced Conversions
- Server-side GTM
3. Embrace Contextual
- Target content, not cookies
- Use publisher data
- Semantic targeting
4. Trust Platform AI
- Broad targeting works better
- Let algorithms find users
- Value-based optimization
The Opportunity
Privacy-first advertising can actually perform better:
- Higher quality signals
- Better user experience
- Sustainable practices
Navigate the cookieless future. Learn about AdBid.
Tags
privacycookiesfirst-party datafuture
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