The End of an Era – Google to Phase Out Third-Party Cookies

The online advertising industry is undergoing a major shift, as Google plans to phase out third-party cookie support, in its Chrome browser. Although it was delayed again recently to 2025, ad tech companies have more than enough time to adapt and test privacy - alternatives.

What Are (Online) Cookies?

Third-party cookies allow domains to track users across websites so they can target you with advertising without explicit consent. This may raise some privacy concerns, but Google cites "making the web more private and secure for users" as the key motivation behind this decision.

What's Next For Digital Advertising?

This isn't the end of targeted advertising. The $336 billion industry will just need to adapt structurally. There will be a greater focus on first-party data, alternative techniques, and more secure data sharing across tech companies.

The future lies in developing ad targeting that is centred on 3 things. User trust, consent, safeguarding privacy, and most importantly, transparency. Advertisers will have to have a better understanding of customer behaviour and conversions.

For users, it means regaining control over how their data is tracked online. Tech companies and advertisers now need to demonstrate their ability to balance targeted advertising with respecting user privacy. Which will hopefully ensure sustainable industry growth.