7 Reasons Behind the Death of Third-Party Cookies (And What You Should Do Now)

Third-party cookies used to run the show.  

They tracked people, served ads, and kept sales rolling in

But that era’s over.

Browsers are blocking them.

Privacy laws are cutting them out.

And if your business still relies on third-party cookies, it’s time to switch it up.

Here’s why third-party cookies are crumbling — and what to try next.

The 7 reasons behind the death of third-party cookies

The end of third-party cookies has been coming for a while.

Marketers are scrambling to keep up, while people are happy to see them go. 

Simply put, the old ways don’t cut it anymore.

Here’s a look at the seven big reasons behind this shift.

Reason #1 — privacy laws are making third-party cookies more trouble than they’re worth

People want more control over their data. 

And lawmakers around the world are listening.

Just look at Europe’s General Data Protection Regulation (GDPR) and California’s California Consumer Privacy Act (CCPA).

These laws clamp down hard on how companies collect and use personal data.

Website owners now have to spell out their cookie practices clearly.

They also need to allow users to opt out of cookies easily.

These laws are more than just guidelines. 

There’s a high price for ignoring them.

For example, Google got hit with a $97 million fine in France for not letting YouTube users say no to cookies.

And that’s not even the biggest fines companies have faced for keeping things murky.

This isn’t some trend that will fade in a couple of months.

Privacy laws are getting stricter — and third-party cookies aren’t keeping up.

Reason #2 — browsers are ditching third-party cookies for good

Safari and Firefox blocked third-party cookies ages ago.

Now, Chrome’s joining in, with a full phase-out set for 2025.

Here’s where things stand:

• Safari — blocked since 2017
• Firefox — blocked since 2019
• Chrome — done with them by 2025

People don’t even have to tweak their settings anymore. 

No more opt-ins either.

Browsers are simply blocking them by default.

So if you’re still counting on third-party cookies, it’s time to rethink fast.

Because soon, they’ll be gone for good.

Luckily, there are other solid ways to get more visitors to your website.

Get started with keyword research to find the terms people are actually typing in.

Then, weave those keywords naturally into your content.

This way, search engines see your site as relevant.

People get to find you faster.

Here’s how you can use simple SEO strategies to boost website traffic.

Reason #3 — people are taking privacy into their own hands

It’s not just governments or browsers tightening up one privacy.

People are stepping up to protect their own data, too

They’re disabling cookies and tweaking privacy settings like never before.

Even apps like Facebook and Instagram now ask people to choose how their data is tracked.

You can thank Apple’s App Tracking Transparency (ATT) framework for that.

This is hitting third-party cookies hard. 

As people get smarter about their data, third-party cookies lose their edge.

85% of adults worldwide want more control over their online privacy.

Soon, cookies will be practically useless.

Reason #4 — third-party cookies can’t handle cross-device tracking

These days, people switch between phones, tablets, laptops, and smart TVs nonstop.

But 3rd-party cookies weren’t made for this multi-device world.

They can track desktop browsers fine, but mobile apps and other platforms?

Not so much.

This leads to a messy, incomplete view of your audience, with big gaps in their journey.

And trying to tweak campaigns with only half the data?

It’s a losing game.

What you can do instead is to use auction insights in Google Ads to get ahead of your competitors.

You’ll see exactly how they’re doing and make quick tweaks to stay on top.

Reason #5 — Cookie consent banners just aren’t cutting it

We’ve all seen those cookie consent banners.

But people are catching on to what they mean.

Most either ignore them or smash the “Reject” button right away.

40% of marketers even agree that cookie banners are intrusive and can put users off.

Every rejection means less access to the data for insights and personalisation.

Your pool of usable data is shrinking fast.

Before long, you also won’t be getting good results from it.

And that’s something that different banner design won’t fix.

Reason #6 — ad-blockers are wiping out third-party cookies

Ad-blockers have become the ultimate cookie killers.

They’ve made it harder to track people.

On top of stopping ads, they also stop cookies from being stored at all.

So even if browsers weren’t ditching cookies, ad-blockers would still make tracking nearly impossible.

This means you’re losing insights into what people care about and where they go.

When tracking is blocked, behaviour analysis falls flat.

You’re left trying to personalise with data that simply isn’t there.

Reason #7 — cookies rely on outdated tech 

Using third-party cookies today is like doing all your accounting on pen and paper.

It’s outdated and risky.

Top brands are moving on to privacy-first strategies that work.

Apple ditched third-party cookies and shifted to first-party data and privacy-focused ads.

Google’s Privacy Sandbox is doing the same, with privacy-friendly tracking alternatives.

Forward-thinking brands are already building data strategies that meet the latest privacy standards.

So if you’re still clinging to third-party cookies, you’re not just behind.

You’re risking your business.

What can you do to adapt?

Losing third-party cookies might feel like a hit to the gut.

But look on the brighter side.

This is your chance to get better results while respecting privacy.

Think smarter.

Make better use of first-party data. 

Look into contextual ads. 

Check out Google’s new Privacy Sandbox.

Here’s how to put these options to work in a post-cookie world.

Focus on first-party data collection

Use info you collect directly from people.

This could be stuff like email signups, website clicks, or their purchase history.

Unlike third-party cookies, first-party data is reliable.

Plus, it checks all the boxes for privacy laws.

You can gather this data in lots of ways.  

Offer downloadable content (e.g., eBooks) in exchange for a few details.

Or give people a reason to sign up for your newsletter.

Once you’ve got the data, use CRM systems or Customer Data Platforms (CDPs) to make the most of them.

For even more control, try combining your own data with Google’s.

Learn how to navigate Google Ads Data Hub for deeper insights into what people are up to.

Make the most of contextual advertising

Now, you won’t need to target people based only on their personal data.

You can reach them through the content they’re already into.

If someone’s reading a fitness article, show them ads for workout gear.

It’s simple, effective — and doesn’t rely on cookies at all.

Contextual advertising spending is set to grow by 13.8% annually from 2022 to 2030.

It’s privacy-compliant and future-proof.

So work smarter and pull more people back to your site by making more content that they’d love.

Take a look at Google’s Privacy Sandbox

It’s still a work in progress, but it’s worth keeping an eye on.

The goal’s to replace third-party cookies with privacy-first targeting.

Think interest-based ads and conversion tracking — without compromising privacy.

The full rollout isn’t here yet.

So, explore what’s available, but hold off on making it your main tool just yet.

Stay updated.

Test as new features drop.

And keep your strategy balanced and ready for change.

Find other ways to get to know people

Identity resolution pulls together what people do online to give you an idea of who they are.

It takes data from all over, connects the dots, and creates clear profiles.

And the best part?

No cookies required.

This fills in the gaps left by third-party cookies.

You get a clear view across every touchpoint.

Check out platforms like LiveRamp and TransUnion.

They’re helping brands create personalised experiences across different devices.

With tools like these, you get the info you need without invasive tracking. 

It’s a powerful way to personalise and connect with people in privacy-first world.

The future is cookieless, and that’s okay

Losing third-party cookies might feel like the end of an era.

But it could also be a fresh start.

This shift opens up smarter, privacy-first ways to connect with people — on their terms.

Marketers who jump in now, using first-party data, contextual ads, and identity solutions, will stay ahead.

Those clinging to outdated tools?

They’ll get left behind.

More than avoiding ridiculously expensive fines, it’s about building trust and staying ahead.

The future is transparent, privacy-friendly, and more connected.

Now’s the time to lean in and get ready for what’s next.