Should we still be preparing for a cookieless world or not?

For years, digital marketing teams braced for the end of third-party cookies in the Chrome browser. Deadlines came and went. Industry strategies shifted, investments were made, and new technologies were tested. And then in April 2025, Google finally confirmed: cookies aren’t going anywhere. 

So, what now? Should organizations hit pause, or does preparing for a cookieless future still matter?

The reality is more nuanced. While Google’s decision slowed the sense of urgency, data privacy laws, user privacy concerns, and long-term shifts in consumer behavior still mean organizations can’t afford to stand still.

Let’s explore what this reversal really means, and why preparing for a cookieless world may still be one of the smartest moves your business can make.

Why Google changed its mind

Google’s original plan to block third-party cookies was framed as a major step toward stronger data practices and consumer privacy. But after years of testing alternatives through Google’s Privacy Sandbox, it became clear that a complete phase-out would come at a cost. Tests revealed measurable drops in monetization and advertising performance. This was a major issue for Google’s revenue model, which relies heavily on targeted ads.

At the same time, regulators were watching closely. The General Data Protection Regulation (GDPR) in Europe and similar data privacy laws elsewhere raised questions about whether Privacy Sandbox could actually increase Google’s control rather than protect internet users. 

Combined with mounting privacy concerns and antitrust scrutiny, the decision to keep third-party cookies in Chrome underscored the challenge of aligning technological change with regulatory demands and the need to preserve advertising effectiveness for internet users and businesses alike.

The timeline

The cookieless advertising debate has been a moving target for years. 

• Google first announced its intention to phase out third-party cookies in 2020, setting a two-year deadline. 
• By 2021 and 2022, the deadline had already slipped as advertisers and regulators voiced concerns. 
• In 2023, Privacy Sandbox testing ramped up, but adoption remained limited. 
• Then, in July 2024, Google surprised the industry with a U-turn, delaying cookie deprecation indefinitely. 
• Finally, in April 2025, the Chrome browser confirmed that third-party cookies will remain in place.

It’s important to remember that Safari and Firefox already block third-party cookies by default. For some internet users, the cookieless world is already here. But not for all, considering that Google Chrome still holds a 65% share of global web traffic.

So, what is the reality of cookies now?

First and foremost, it’s important to distinguish between different types of cookies and data.

First-party cookies, which store preferences directly in users’ browsers, continue to be critical for personalization and smoother customer experiences. 

Third-party cookies, on the other hand, track individuals across multiple sites and are at the heart of current privacy concerns. 

Together, these categories highlight why future-proof advertising strategies can’t rely solely on third-party data, but rather balance personalization with strong data privacy practices.

And even though Chrome won’t phase out cookies, the larger reality is that third-party cookies are in decline. As mentioned earlier, Safari and Firefox have already moved away from them, meaning marketers have been living in a fragmented ecosystem for years. And when given the choice while surfing in Chrome, 70% of users deny the use of third-party cookies. 

However, at the same time, consumers increasingly demand personalization while also expecting strong data privacy protections. Obviously, this tension cannot be solved with third-party cookies alone.

Even when cookies are available, they are less effective due to browser restrictions, ad blockers, and gaps in how users’ browsers handle tracking. The effectiveness of targeted advertising is already being eroded. 

Even though Chrome has chosen to keep cookies, businesses can’t afford to ignore the broader shift already underway across other browsers and within consumer expectations. Sustainable advertising strategies need to move beyond cookie reliance.

Was preparing for a cookieless world wasted work?

Absolutely not. The preparation many companies undertook has turned into a competitive advantage. Media planning across channels remains a challenge, but organizations that invested in first-party data collection and diversified datasets are better positioned. Audience activation is moving away from cookie-based retargeting toward consent-driven approaches like loyalty programs, email engagement, and mobile apps.

On the measurement side, businesses experimenting with alternatives such as modeled attribution, contextual insights, or data clean rooms are already ahead of the curve. Far from wasted effort, these steps demonstrate stronger advertising strategies, more future-proof data practices, and an ability to adapt as consumer privacy expectations evolve.

In fact, many organizations also discovered unexpected benefits from the shift:

•  Investments in first-party data collection not only improved targeted ads but also created cost savings by reducing reliance on expensive third-party data providers. 
• Stronger governance frameworks built to meet data privacy laws have also increased trust with customers, who are more willing to share information when they know it will be used responsibly. 

In this sense, preparation efforts went far beyond survival and instead laid the groundwork for healthier long-term relationships with internet users.

The renaissance of first-party data

The real transformation in digital marketing isn’t about cookies at all. It’s about the renaissance of first-party data. Retailers, publishers, and advertisers are building richer insights from sales interactions, loyalty programs, and first-party cookies, and even asking for what’s sometimes referred to as “zero-party data”: information that customers willingly and explicitly share.

This direct connection delivers a double benefit: deeper customer understanding and stronger compliance with privacy concerns. By collecting and using data with explicit consent, organizations not only build trust but also unlock more relevant and effective targeted ads. This is the foundation of sustainable marketing strategies that can thrive regardless of how the cookie debate plays out.

Data clean rooms: embracing secure first-party collaboration

Data clean rooms have become one of the most scalable ways to collaborate using first-party data and third-party data without exposing raw information. Once seen as a stopgap for cookie loss, they are now widely recognized as a core tool for data privacy and governance.

By enabling secure analysis across multiple datasets, clean rooms allow advertisers to generate actionable insights while complying with regulations and user expectations. This collaborative approach is especially valuable for digital marketing teams looking to refine advertising strategies without over-reliance on third-party cookies.

They also provide reassurance for businesses navigating complex data privacy laws. By design, clean rooms prevent raw data from being shared, reducing risks and reinforcing compliance. This makes them increasingly attractive not just for advanced analytics but also as part of privacy-first advertising strategies that meet the expectations of regulators and consumers alike.

“Our audience segments were significantly improved through a GDPR-compliant data matching process. The combination of ID-targeting methods and a data clean room approach meets the challenges of a future without third-party cookies head-on.” — Ilias Ntinas, D2C Analytics & Insights Manager at Samsung

Case studies: Cookieless campaigns made possible by activating first-party data in data clean rooms

The declining availability of third-party data meant IKEA Austria was looking for a future-proof, privacy-compliant solution to continue targeting the right customers on willhaben, Austria’s largest digital marketplace.

The home furnishing leader realized that the right technology could help them put their rich collection of first-party data to use in a way that complemented targeting via third-party data.

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Samsung recognized the immense potential of activating its first-party data to create highly personalized and impactful advertising campaigns. However, maximizing the value of this data required an innovative and privacy-compliant solution to connect with audiences across multiple publishers.

Traditional data collaboration methods often fell short, as they could not ensure compliance with stringent GDPR regulations or enable seamless cross-publisher activation at scale. Samsung needed a solution that not only safeguarded customer privacy but also unlocked the full power of its first-party data by facilitating accurate audience matching and targeting across diverse media channels.

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The phase-out of third-party cookies presented SPH Media with more than just a technical challenge — it raised fundamental questions about the future of audience targeting. 

Without a privacy-preserving alternative, some publishers have already seen advertiser budgets shift toward walled gardens that could offer targeting at scale. 

For SPH Media, the opportunity wasn’t just to stem the tide, but rather to offer premium, privacy-respecting targeting to high-value partners.

Checklist for first-party data readiness

Whether or not Chrome ever decides to completely eliminate third-party cookies, building first-party readiness is essential. Here’s how to assess your strategy today:

• Do you collect first-party data?
  First-party data is the foundation of privacy-compliant marketing strategies. Collecting information directly from your customers allows you to understand user behavior, preferences, and interactions while respecting consumer privacy.
  
  
• If not, do you have a partner (like a retailer) that could provide first-party data on customers of your products?
  Collaborating with trusted partners can expand your dataset without violating privacy laws. Partnerships enable access to insights from others’ first-party data without sharing data, supporting targeted advertising and marketing strategies.
  
  
• What use cases do you want to cover with first-party data, e.g., planning, targeting, activation, and measurement?
  Defining clear use cases helps you align your data collection with business goals. Whether you are improving campaign targeting, optimizing digital marketing strategies, or measuring consumer behavior, knowing your objectives ensures your first-party data is actionable.
  
  
• Are you collecting the right data to inform those strategies?
  Not all data is equally valuable. Collecting data that informs consumer preferences, purchasing behavior, and the customer journey creates insights that drive smarter marketing and advertising strategies.
  
  
• Do you have tools in place to run this collaboration in a compliant and privacy-preserving way?
  Privacy-enhancing tools, including data clean rooms, allow you to collaborate with partners or adtech platforms without exposing individual user data, supporting both compliance and actionable insights.
  
  
• Which adtech platforms do you rely on, and do they have an approach for compliant use of first-party data?
  Understanding your platforms’ approach to first-party data ensures that your marketing and advertising strategies are aligned with user privacy expectations and regulatory requirements.
  
  
• If you work with an agency, do they have a way to work with your first-party data without directly accessing it?
  Agencies can support campaigns without seeing raw user data by leveraging privacy-preserving methods, maintaining consumer privacy while enabling targeted advertising and analytics.

Completing this checklist will help ensure your first-party data strategy is both privacy-compliant and ready to deliver actionable insights, whether or not third-party cookies continue to play a role in your digital marketing.

Next steps

So, should we still be preparing for a cookieless world? The answer is yes. Not because Chrome is removing cookies, but because the fundamentals of data privacy, consumer expectations, and sustainable digital marketing demand it.

Future-proofing through first-party data, clean rooms, and ethical data practices isn’t just about compliance. It’s about gaining a long-term advantage in how users’ browsers connect with your brand and how internet users experience your advertising strategies.

If you’re ready to unlock more value from your data and build privacy-first marketing strategies, explore our advertiser solutions page.