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The countdown to a cookieless future has begun, with Google announcing its intention to phase out third-party cookies altogether by the second half of 2024. The move to a privacy-first digital ecosystem will have an unprecedented impact on marketers’ strategy and goals.

  • 01:
    Connecting identities across channels and devices to get more difficult
  • 02:
    Shift to utilising more 1st party data and 2nd party data becomes the need of the hour
  • 03:
    Conversion and user journey tracking will become more complex with last-touch credits instead of view through or cross platform/multi-touch credit
  • 04:
    Grouped targeting instead of one-on-one user targeting might lead to generalised user behaviour which could easily be replicated by fraudulent sites
  • 05:
    Advertisers will not be able to track and manager reach and frequency to control their campaigns properly

Even so, a recent Digiday-Google survey revealed that only 9% of publishers are fully prepared for the end of third-party cookies. This means that marketers with a comprehensive plan will have a head start on the competition when the future arrives. iQuanti can help build a roadmap, and help execute towards a painless transition.

What Should Digital Marketers Do to Adapt to a Cookieless Future?

While Google starts phasing out third-party cookies and working on alternative solutions through the Privacy Sandbox, marketers are assessing the impact on their tactics and goals and reimagining their strategies. Here are some steps marketers can take to get themselves ready for a cookieless, privacy-first world.

Even though this data is available at marketers’ disposal, it is severely underutilized by them due to the lack of robust data infrastructure, unclean data, organizational silos, etc.


Maximize your touch points in the decision journey through a strong content strategy and effective remarketing.


Leverage the Google universe (including YouTube) and maximize the potential of the Google Marketing Platform.

Focus on niche tactics in display least impacted by cookies : This can include renewing focus on contextual advertising and using publisher networks' first-party data.

Maximize the effectiveness of owned media through AI- and data-driven personalization.

Increase your focus on ROAS : As the changes will potentially have a negative impact on marketing efficiency, it will be important for brands to renew their focus on ROAS and squeeze out the potential of every media dollar.

Create a long-term strategy for MarTech : The right consent management platform, customer data platform, data clean rooms, and ID resolution solutions will position you for success.

Solve for measurement and attribution : Using media mix modeling, incrementality testing, and relooking at attribution within closed ecosystems can help you evaluate digital advertising effectiveness.

Insights for Succeeding with Third-Party Cookies

Measuring Marketing Success in a Cookieless World

The ability to leverage consumer data to gain insights is a key advantage of digital marketing.

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A Financial Marketer’s Handbook to Navigating a Cookieless World

Google announced in January 2020, that it will be removing third-party cookies from Chrome in an effort to build a “more private web.”

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Paid Search In A Cookieless World: Are You Ready?

A cookieless world — What will this major shakeup do for your business or clients? What impact will this hit to digital advertising have on lead quality from your paid marketing campaigns?

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