Is a cookie-free world possible in digital marketing?

The Impact of Cookie-Free Advertising

Welcome to the world of digital flavors! Imagine for a moment that you step into a virtual bakery, where cookies are the delightful treats that accompany you throughout your online journey. Every click, every visited page, every expressed interest is carefully wrapped in these small pieces of sweet data. But wait… have you heard the news?

Cookies are soon going to vanish!

These small text files that have long been the cornerstone of online tracking and personalized user experiences are now on the verge of becoming obsolete. Data privacy regulations and growing concerns about privacy have prompted browsers and technological platforms to rethink their approach to information collection.

In this article, we will explore the reasons behind this imminent disappearance of cookies and the resulting consequences for users and businesses.

Cookies: Definition and Importance

Cookies are small text files that are stored on your computer or mobile device when you visit a website. They are widely used by websites to collect and store information about your preferences, browsing activities, and interaction with the site.

Cookies play an essential role in online tracking and personalization of the user experience. They allow websites to remember you, recognize you when you return, and provide you with content and features tailored to your interests.

In short, cookies are like small snacks that accompany your online journey, making your experience more convenient and personalized.

The impact of the end of cookies on digital advertising

The imminent end of cookies has significant repercussions for businesses and advertisers in the field of digital advertising:

  • Precisely targeting website visitors will become a challenging task without the usual cookie-based retargeting techniques. Marketers will need to rethink their strategies in order to effectively reach their target audience.
  • Social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and TikTok will see reduced audiences as third-party cookies are blocked, limiting targeting possibilities.
  • Optimizing conversion campaigns will become more complex as it will no longer be possible to accurately associate a user with a conversion across platforms.

These challenges are prompting advertisers to explore new approaches and seek alternatives based on explicit user consent and privacy-respecting technologies.

In this new era without cookies, creativity and innovation will be key to maintaining relevant and effective digital advertising.

Read more : → What is Consent Mode?

Third-party cookies: Google once again postpones their imminent farewell

Google recently announced that it is once again delaying the end of third-party cookies on Chrome. This decision comes after Google deployed the Privacy Sandbox APIs in a trial version over the past few months, allowing developers to test them.

Among these APIs, we find Google Topics, the latest advertising targeting method developed by Google to replace FLoC. It is important to recall that FLoC was Google’s initial proposal to replace third-party cookies, but it sparked strong reactions and controversies from players in the technology industry, which slowed down the progress of the Privacy Sandbox project. Ultimately, in January 2022, Google decided to abandon FLoC.

Read also
→ New nFADP Regulation in Switzerland: Principles and Impacts on Your Digital Strategy

Google is working closely with numerous stakeholders, including developers, publishers, marketing specialists, and regulatory authorities, through forums such as the W3C. An agreement has even been reached with the Competition and Markets Authority of the United Kingdom (CMA) for the development and deployment of the Privacy Sandbox on a global scale.

However, all these players need more time to test the new features and ensure user privacy compliance. Google states, “Many of these stakeholders have indicated the need for more time to assess and test the new Privacy Sandbox APIs before removing third-party cookies in Chrome, which is consistent with our commitments to the CMA.”

As a result, Google is extending its testing phases of the Privacy Sandbox APIs, thereby postponing the deactivation of third-party cookies on Chrome. This decision demonstrates Google’s emphasis on involving various stakeholders and ensuring that new mechanisms fully respect user privacy. It also highlights the challenges faced by players in the technology industry in the search for robust and privacy-respecting alternative solutions for user experience personalization and targeted advertising in the absence of third-party cookies.

The deadline for third-party cookies on Chrome

Google has unveiled its new deployment schedule, marking a significant step forward in its commitment to enhancing online privacy protection. According to the newly announced deadlines, third-party cookies will be permanently phased out on Chrome by mid-2024.

To achieve this goal, Google has committed to accelerating the deployment of Privacy Sandbox, its privacy-focused initiative. Beginning in August 2022, Privacy Sandbox trials were expanded to millions of users worldwide, with a gradual deployment planned until 2023. This testing phase will allow Google to gather user feedback and refine its alternative solutions for third-party cookies.

By the third quarter of 2023, Privacy Sandbox APIs will be deployed and available on Chrome, providing application developers and advertising industry players with new opportunities to target users in an anonymous and privacy-respecting manner. These APIs will offer substitute mechanisms for third-party cookies, promoting data protection and transparency in advertising practices.

This transition to a more privacy-respecting internet is not without challenges. Google acknowledges that the advertising industry will need to adapt and find new strategies to effectively reach users without relying on third-party cookies. However, this evolution is essential for restoring user trust in how their data is collected and used online.



Feel free to contact us if you would like to test other personalization strategies, targeting models, or techniques to improve performance, sales, or conversions.

→ Contact us


The mid-2024 deadline for the removal of third-party cookies on Chrome is a testament to Google’s commitment to protecting user privacy. This decision, coupled with the gradual deployment of Privacy Sandbox, represents a significant step towards a safer and more privacy-respecting internet.

As the transition continues, it is time for the advertising industry to reinvent itself by adopting more transparent practices that prioritize the respect for user privacy.