For years, publishers have been preparing for a world without third-party cookies. Google’s ongoing delays in deprecating cookies on Chrome have given the industry more time to adjust, but it also leads to mass confusion. Are cookies really going away? Should publishers be focused on diversifying their strategies? Is the cookie still cooking, or is it finally off the menu?
The ever-changing timeline of a cookie-less world
Google initially announced its plan to phase out third-party cookies in 2020, intending to complete the transition by 2022. However, due to industry pushback and regulatory scrutiny, the deadline has been pushed back multiple times. The latest update? Google has delayed its cookie deprecation yet again, now targeting the second half of 2025.
Why the delays? Regulators and industry groups are concerned about Google’s Privacy Sandbox and its impact on competition. The UK’s Competition and Markets Authority (CMA) has been closely monitoring whether Google’s alternative solutions truly foster a competitive ad market or simply reinforce its dominance. Until these concerns are addressed, cookies continue to linger.
Should publishers cook up a new strategy without cookies?
While the delays offer temporary relief, publishers should not take this as an excuse to hold off on preparing for a cookie-less future. The transition is inevitable, and being proactive now will ensure a smoother shift when the time comes.
1. First-Party Data is Your Best Asset
With third-party cookies growing in uncertainty, first-party data is more important than ever. Publishers who invest in collecting and organizing their own audience data will be best positioned for the post-cookie world. This means:
- Building stronger direct relationships with audiences through subscriptions, newsletters, and gated content.
- Using contextual targeting to align ads with relevant content, reducing reliance on third-party trackers.
- Leveraging loyalty programs and personalized experiences to encourage users to share data willingly.
2. The Rise of Privacy-First AdTech
Google’s Privacy Sandbox proposes new methods for targeting users without individual tracking. These include:
- Topics API: Groups users into broad interest categories instead of tracking individual browsing history.
- FLEDGE: A way to serve retargeted ads without sharing user data across different sites.
- Attribution Reporting: Provides advertisers with insights while limiting the personal data they can collect.
While these solutions may help maintain some level of targeting, publishers will likely need to combine them with first-party data strategies to remain competitive.
3. Contextual Advertising Makes a Comeback
Contextual advertising – where ads are served based on the content of a page rather than user data – is regaining popularity. Unlike behavioral targeting, which relies on tracking user activity, contextual advertising:
- Is privacy-compliant since it does not depend on personal data.
- Works effectively across all browsers, avoiding limitations imposed by cookie-blocking.
- Can be highly relevant, especially when paired with AI-driven content analysis.
4. Strengthening Direct Relationships with Advertisers
With the decline of third-party cookies, direct deals with advertisers will become more valuable. Publishers who can offer exclusive first-party data, premium inventory, and transparent audience insights will stand out in a competitive marketplace.
TLDR: Is it time to abandon third party cookies?
Not just yet. As long as cookies remain in Chrome, they still play a role in digital advertising. However, the writing is on the wall. Google’s delay is not a cancellation; it’s just an extended deadline. The publishers who succeed in 2025 and beyond will be the ones who take action now, rather than waiting until the last minute.
Even though cookies are still on the menu for now, publishers should be preparing for a world where first-party data, contextual targeting, and privacy-first solutions take center stage. The shift away from third-party cookies is not just a challenge. It’s an opportunity for publishers to take control of their data, strengthen audience relationships, and build a more sustainable advertising ecosystem.
What’s your strategy for a cookieless future? Let’s start the conversation.
