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The so-called death of the cookie is at hand and we are facing one of the most significant changes in recent years - the phasing out of third-party cookies in Google Chrome (link). This change is due to increased demand for privacy and security, and will affect how we collect and use data online. Several other browsers have already made this change. But what does this mean for you as a marketer, business owner or just an internet user? Let's go through it step by step.

More information in the post

  • What are first party cookies?

  • What are third-party cookies?

  • What happens when third-party cookies disappear?

  • Do we need to do anything for the phase-out of third-party cookies?

  • Will retargeting be possible?

  • What is Google Consent Mode v2?

  • Summary

What are first party cookies?

First-party cookies are data files created and stored on your computer by the website you visit directly. They are used to improve your browsing experience by remembering settings and logins, and they contribute to a smoother browsing experience. These cookies are often crucial to the functioning of a website and create a personalized experience for the user.

What are third-party cookies?

Third-party cookies, like first-party cookies, are data files that are stored, but instead of being stored by the website owner, this data is sent to a third party. They are mainly used to track your internet browsing habits in order to create targeted advertising campaigns. It is these that allow you, for example, to receive an advertisement from a company after you have visited their website. These types of cookies have been crucial for advertisers to provide relevant content to the right audience.

What happens when third-party cookies disappear?

With Chrome's phase-out of third-party cookies, we will see a major change in digital marketing. Ads will need to become more reliant on first-party data and other privacy-friendly options. This could lead to less targeted marketing but also opens the door to more transparent and trustworthy advertising options. In conjunction with the phase-out of third-party cookies, Google has developed the Privacy Sandbox initiative to replace third-party cookies - so that information can still be collected, but in a more private way.

Do we need to do anything for the phase-out of third-party cookies?

Yes, it's time to prepare by taking control of our data collection and investing more in first-party data. This could mean improving the user experience on your website to encourage more direct interaction and thus collect more relevant data.

Will retargeting be possible?

Retargeting will still be possible, but the methods will change. Marketers will need to find new ways to engage their audience, using first-party data and other alternative solutions such as contextual advertising and privacy-first technologies.

Another solution is retargeting through server-side solutions. This method involves managing data collection and tracking on the server instead of directly in the user's browser. Server-side solutions offer several advantages. First, they increase privacy protection for users by minimizing the amount of personal information shared. Secondly, it gives companies control over their own data, reducing dependence on external platforms.

It is important to note that while server-side solutions offer an alternative route for retargeting, they still need to comply with data protection regulations such as GDPR. This means that companies must ensure that they have proper consent from users to collect and process their data for advertising purposes. This year, Google has also come out with a new update - Google Consent Mode v2, which means that consent becomes even more important when collecting personal data.

What is Google Consent Mode v2?

Google Consent Mode v2 is an update that allows websites to customize their tracking based on users' consent to different types of cookies. This allows websites to respect users' privacy while providing valuable data for analysis and advertising strategy through the user's permission.

What do you need to do to meet the new requirements?

To adapt to the new requirements, businesses should:

  • Review and update its cookie policy and cookie banner to ensure they are transparent and easy to understand.Invest in tools that support the collection and analysis of first-party data.
  • Explore and implement alternative advertising strategies that do not rely on third-party cookies, such as contextual advertising and marketing strategies based on first-party data.
  • Test and evaluate different advertising methods to find what works best for your target audience.

How to implement Google Consent Mode v2?

How you implement Google Consent Mode v2 differs depending on the CMP (Consent Management Platform) you use. It can be advantageous to use a CMP that is a partner of Google, so that these updates can be implemented smoothly. You need to ensure that the implementation works correctly and complies with Google's requirements, which is best done with one of Google's certified CMP partners.

Google has a guide on how to implement Google Consent Mode v2 (link).


Today, it is important for businesses to adapt and explore new methods of digital marketing. By embracing server-side solutions and other innovative strategies, businesses can continue to reach their target audiences in an efficient and privacy-friendly manner. At the same time, it is important to constantly stay up-to-date with the latest regulations and best practices to ensure that all marketing efforts are not only effective but also legal and ethical.

Do you need advice on how you and your business should deal with the death of cookies?

Contact us