What to Know About Third-Party Cookies Going Away on Chrome

This Upcoming Change in 2024 Will Impact Some of Your Marketing Efforts

chrome cookiesAs of this month, Google Chrome has already started phasing out cookies on Chrome for 1% of its users, and by the end of Q3 this year they plan to disable cookies for all.

For some time, cookies on Chrome have been a vital component of being able to gather crucial data about users online, as it is the most popular web browser, with about 65% of people using Chrome compared to other browsers.

Third-Party Cookies Explained

Cookies are small pieces of data placed on your device by websites you visit, and you likely have encountered pop-ups on a website asking for your permission to collect them. The cookies then track your browsing activity across different websites and build a profile about you that is then used for targeted advertising.

Why Are They Going Away?

For some time, people have criticized third-party cookies for their extensive tracking of users’ browsing habits without their consent, which has led to privacy concerns about data collection. Not to mention, pressure is being put on tech companies, with laws like GDPR in Europe and the California Consumer Privacy Act having been enacted. Meanwhile, other browsers like Firefox have already moved away from enabling cookies.

How This Impacts Marketers

Many ad platforms, such as Google Ads, have used the information collected by cookies to allow marketers and publishers to advertise to users based on data gathered from third-party cookies.

For example, if you have ever shopped online for a product, and then for days and weeks following you’ve seen online advertisements for the product or brand, that’s thanks to cookies.

Third-Party to First- and Second-Party Data Collection

Source: Embed Social

With this change, marketers and website owners will need to find a new way to get pertinent data about users. This is where other data collection methods come in. You will want to:

  • Analyze user data (location, age, etc.) in GA4 to make strategic marketing decisions.
  • Collect user data in your contact forms via fields asking for additional information such as the customer’s industry or how they found your website.
  • Use a content relationship management (CRM) platform, such as HubSpot, to house and analyze lead data.
  • Send out surveys to customers to collect additional information about buying habits, demographics, and more.
  • Ask for feedback from customers to gather information that can help you improve your strategy online.

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About the Author

Sarah Blocksidge

Sarah is the Marketing Director at Sixth City Marketing and has been with the company since 2016. Her main role is to attract more B2B clients for the company. Over the years, she has been mentioned on HubSpot, Content Marketing Institute, Fast Company, Mashable, and many other notable sites.

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