Gary Hainsworth

What The End Of Third-Party Cookies Means For Your Marketing

21st Apr 2021 Marketing Strategy 1 minute to read

What’s Happening?

Google’s Chrome browser will be depreciating third-party cookies as of January 2022. This means that cookies that track you around the internet won’t work in the future.

While this is a fundamental blow to targeted ads, we will still be able to see anonymized data in some tools as well as server-side analytics to see how many hits you are receiving.

For many this will be a relief, as you’ll stop seeing the sometimes spooky remarketing and targeted ads which follow you around online.

What’s Affected?

The personally identifiable information will be removed and the associations between sites will as well. So, if you’re looking for a new wardrobe, you won’t suddenly see every wardrobe manufacturer and seller bidding for your click.

If you were to join a cat-centric group on Facebook, you very well might see an increase in cat-based adverts as you browse. This kind of behavior will be ending along with the crumbs the cookies are leaving for digital marketing agencies like us to follow.


What Can Be Done?

The interim period is vital to ensure that you collect the data that you need to complete your future marketing efforts.

Current levels of information let you segment your audiences by various degrees, including age, sex, interests, etc. This data won’t suddenly become illegal or unable to be used, so you can concentrate on getting as much information as possible now.

There will be new ways to focus marketing efforts, such as creating content to gin first-party data, using previous purchases etc. So this isn’t the end, just a new challenge!


Want to know more? Download our FREE cookie marketing guide which provides all the detail you need to prepare your business ahead of the change, plus what you can do in the future. 

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Gary Hainsworth

Senior Organic Data Specialist

Having worked in SEO for over a decade, Gary knows everything worth knowing about search engines and technical SEO. A talented search marketer, Gary has worked for several exciting brands during his career to date, including the likes of the V&A, Warburtons, the NHS and the Lake District National Park. In his personal life Gary has a passion for guitars – be that playing them, modifying them or building them! He relates strongly with the humble and kind hedgehog, who also happen to be as prickly as his musical taste; anything loud, fast and angry.

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