Top 13 questions about the third-party cookie deprecation in digital marketing

Blog

Lars Krarup Olesen

18/04/2024

Third-party cookies are being phased out in Chrome. But what exactly does that entail and how is it going to affect marketers when it comes to tracking and targeting? Here we answer 13 questions about the deprecation of third-party cookies.

Update 1:
As of April 23, 2024, the complete phase-out deadline was moved to 2025.

Update 2:
As of July 22, 2024, Google has announced that they won’t deprecate third-party cookies. Instead, Google says they will introduce a new experience in Chrome that lets people make an informed choice that applies across the users’ web browsing, and the user would be able to adjust that choice at any time.

Currently, Google are discussing this new path with regulators, and will engage with the industry as they roll this out. For now, Google states that it remains important for you as a developer to have privacy-preserving alternatives.

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As Google sets the stage to phase out third-party cookies in Chrome by the end of 2024 marketers are facing a major shift in how they can track, target, and retain customers online. Understanding and preparing for this change is crucial. This article aims to answer your key questions about the third-party cookie deprecation, its impact on digital marketing, and how embracing tools like cookie consent banner from Cookie Information can become your new strategic advantage.

1. When will Google phase out third-party cookies?

Google have already started limiting third-party cookies in Chrome. In April 2024, 1% of Chrome users were affected. This figure will reach 100% when the phase-out is completed at the end of 2024 (NB: As of April 23, 2024, the complete phase-out deadline was moved to 2025 ).

This phase-out will impact digital marketers and the advertising platforms they use, necessitating new strategies for data collection and user targeting to adapt to increased privacy standards.

2. What is a first-party cookie?

First-party cookies are created and used by the websites you visit. They can, for example, remember your login details and what’s in your shopping cart, ensuring a smoother, more personalized user experience.

Services like Google Ads, Google Analytics, and Meta also place first-party cookies that may be used for advertising purposes.

It’s important to mention, that a first-party cookie also can be a functional cookie.

3. What is a third-party cookie?

Third-party cookies are created and used by domains other than the one you are visiting. They track users across multiple sites to build profiles for personalized advertising, for example. Chrome’s and other browsers’ upcoming restrictions on these cookies will reshape many current digital marketing strategies.

4. What is the difference between a first and a third-party cookie?

The main difference lies in who sets the cookie and the data it collects. First-party cookies are set by the site you visit. External entities, often advertisers, set third-party cookies.

As an example, a Meta pixel can set both first-party and third-party cookies. But when the third-party cookie is blocked by the browser, it becomes pointless for them to use third-party cookies.

Using a cookie banner and a Consent Management Platform like Cookie Information easily allows you to understand if you are setting first-party or third-party cookies on your website.

For a deeper understanding of the distinctions between first-party and third-party cookies and how this affects your compliance requirements, read our comprehensive guide here.

5. Will Google block all third-party cookies in Chrome browsers?

Yes, Google plans to completely phase out third-party cookies in Chrome by the end of 2024 (NB: As of April 23, 2024, the complete phase-out deadline was moved to 2025 ). While there are no legal requirements for browsers to depreciate third-party cookies, this decision aligns with increasing privacy concerns and demands for more secure and private browsing experiences.

To learn more about the secure and private browser experience, read the Google article here about tracking protection.

6. Is a cookie banner necessary if only first-party cookies are used on my website?

Yes, a cookie banner is still required even if your website only sets first-party cookies. This is important for maintaining transparency about your cookie usage and ensuring compliance with privacy regulations such as the GDPR and e-Privacy directive.

Some first-party cookies collect personal data, for example, cookies set by Meta and Google Analytics.

Remember, consent is needed for all cookies except those strictly necessary for technical reasons.

7. How does Consent Mode v2 correlate with the deprecation of third-party cookies?

Google Consent Mode v2 is part of Google’s more privacy-friendly advertising ecosystem. In order to ensure that website owners and marketers respect users’ consent choices, Google has made it mandatory to use a CMP platform with Consent Mode v2 integrated. Otherwise, you as a marketer will not be able to leverage Google Ads to its fullest extent.

This new version of Consent Mode improves how consent signals are handled, ensuring that you can optimize data collection and ad personalization responsibly. For marketers, utilizing this can help mitigate the impact of a consent box impact on data volumes and quality.

As a digital marketer utilizing Google Ads, Consent Mode v2 is essential. You can easily integrate it through a cookie banner from Cookie Information. Sign up for a 14-day free trial here.

8. How big is the problem of third-party cookie phase-out?

This impacts the whole world wide web. Given that Chrome is used by approximately 64% of internet users globally, this marks the most significant phase out of all browsers.

Apart from Opera and Chrome, all browsers with over 1% of market penetration already block 3rd party cookies. This change disrupts how advertisers and websites track user behavior and target ads, leading to major shifts in digital marketing strategies and data privacy practices.

A solution to this could be digital marketers increasingly turning to more privacy-focused Customer Data Platforms like Piwik PRO that integrate first-party data gathered directly from your web or mobile properties. These platforms help create a unified customer profile by collecting data from various sources like website visits, ads platform data, conversions and transaction records.

9. How does the third-party cookie deprecation affect Google Ads and Google Analytics?

Google Ads and Google Analytics predominantly use first-party cookies, which means they are less likely to be affected directly by the blocking of third-party cookies. However, for comprehensive and robust tracking that’s built with privacy-first in mind, consider using an alternative like Piwik PRO. This can be a valuable tool as it’s also free but, most importantly, offers independent measurement of your website & ads performance.

10. How does the third-party cookie deprecation affect Meta's platforms like Facebook and Instagram?

Meta has shifted towards using first-party cookies for its platforms, including Facebook and Instagram. They also have a conversion API that can be used for those website owners who decide to move things server-side.

This means that your server events can be used in measurement, reporting, or optimization in a similar way as other connection channels, potentially leading you to better marketing results.

Meta’ changes to cookies and the introduction of the conversion API mitigate some of the potential disruptions caused by the phase-out of third-party cookies, ensuring that your advertising efforts on these platforms remain robust.

11. What is the effect of third-party cookie deprecation on Affiliate Marketing?

Affiliate marketing heavily relies on third-party cookies for tracking referrals and managing commissions. Marketers might need to consider to pivot towards server-side tracking and ensure that cookies are set as first-party to maintain efficiency and accuracy in their affiliate programs.

12. What is the effect of third-party cookie deprecation on Programmatic Advertising?

The impact on programmatic marketing is significant. As third-party cookies phase out, it’s essential to transition to first-party cookies and potentially also take advantage of server-side tracking. This shift ensures that your campaigns remain effective and your bidding strategies are based on accurate data, which is crucial for maintaining ROI in a privacy-focused world.

Adtech companies such as Adform and RTB House might be worth looking into if you are involved in programmatic advertising and want to ensure your competitiveness following the depreciation of third-party cookies.

13. How can I check if I’m setting first or third-party cookies?

To determine whether your site sets first or third-party cookies, follow these steps:

Open Chrome and navigate to your site.
In the developer tool (hit F12), go to the ‘Application’ tab to see cookies under the ‘Storage’ section.
Check the ‘Domain’ attribute to see if the cookie is from your site (first-party) or another domain (third-party).

Alternatively, use the compliance check tool from Cookie Information for a detailed analysis of your website, ensuring that your cookie use complies with current regulations.

If you want to know more about server-side tracking, read our in-depth article here.

Conclusion

The phase-out of third-party cookies represents a pivotal change for digital marketing, but it also offers an opportunity to innovate and improve how you engage with audiences. By adopting a cookie banner from Cookie Information, marketers can not only comply with new laws but also enhance user trust and campaign efficiency. Embrace this change as a step towards more transparent, effective marketing.