The demise of third-party cookies responds to growing concerns about online privacy. For years, these cookies allowed advertisers to track users across different websites, creating detailed profiles that fed highly targeted advertising strategies. However, this level of tracking has generated unease among consumers and prompted a regulatory response.
Regulations such as the General Data Protection Regulation ( GDPR ) in Europe and the California Consumer Privacy Act (CCPA) in the United States have established stricter standards for the collection and use of personal data. In parallel, browsers such as Safari and Firefox already block third-party cookies by default, and Google, the market leader with saudi arabia telegram data Chrome, has announced their elimination by the end of 2024.
This change is not only a response to regulatory pressure, but also to a growing demand from users for greater control and transparency in the use of their data.
The challenges for advertisers
The elimination of third-party cookies poses significant challenges for advertisers, including:
Loss of targeting and personalization capabilities: Without third-party cookies, identifying user interests and behaviors across different platforms becomes more difficult.
Difficulties in measuring campaigns: Third-party cookies have been essential for tracking conversions and calculating return on investment (ROI).
Increased advertising costs: Without accurate data, advertisers may have to invest more in trial and error strategies.
In addition, an additional challenge arises: how to ensure a personalized experience without appearing intrusive?
New opportunities for more ethical and personalized marketing
While the end of third-party cookies is a challenge, it also opens the door to innovative opportunities that are more aligned with the ethical values demanded by modern consumers:
Increased focus on first-party data: Brands are shifting efforts toward collecting first-party data, obtained directly from their interactions with users. This not only strengthens the brand-customer relationship, but also ensures explicit consent.
Innovations in privacy technologies: Solutions such as privacy cohorts, data clean rooms, and conversion modeling enable analysis and segmentation without compromising individual identity.
Trust-based marketing: Transparency in data management becomes a competitive advantage, reinforcing customer loyalty and building stronger relationships.
Far from being a limitation, the end of third-party cookies represents an opportunity to redefine the rules of the game, putting the consumer at the centre of strategies.
Technological solutions for personalized post-cookie advertising
With the disappearance of third-party cookies in 2025 , the digital marketing sector has had to adapt quickly, implementing technological solutions that allow maintaining the personalization and effectiveness of campaigns, while respecting user privacy. Below, we can see some of the most relevant alternatives:
Local Storage
This solution leverages native browser capabilities to store information directly on users' devices, such as preferences or anonymous identifiers. While it is a basic tool, it is useful for personalizing experiences on a single website, but it does not allow cross-domain tracking.
Unique IDs
Some platforms have introduced unified identification systems that are generated with the user’s consent. These IDs allow tracking behaviors across different digital properties, while maintaining greater control over privacy. However, their mass adoption depends on clear standards and the collaboration of multiple actors in the ecosystem.
Privacy cohorts (e.g. Google Topics API)
Google has developed solutions such as Topics API, which replaces the failed FLoC (Federated Learning of Cohorts). This technology groups users into categories based on their recent activity, without identifying specific individuals. While it protects privacy, some question its accuracy for segmenting complex audiences.