February 6, 2023

User Identity, Data Privacy, & The Retirement of Third-Party Cookies

As consumer privacy has been catapulted to the forefront of the digital advertising industry, speculation and mass confusion has ensued as to the potential impact on programmatic advertising. As part of our partnership with various DSP providers, we support users having more control over their data and are actively working to prepare for and lead the charge in implementing these changes.

Here is everything you need to know:
Google Chrome and Third-Party Cookies

  • While the dates have changed from 2023 to 2025, the only thing that is certain is that Google will phase out third-party cookies eventually. However, they will not eliminate the ability to track users across different websites without working to implement mutually beneficial alternatives that will protect the advertising-supported free internet.
  • Our various partners are testing cookie-less audiences and working closely on tech platforms to understand and collaborate on marketing strategies that do not rely on cookies
    It is important to note that cookies were eliminated from Safari 5 years ago and digital marketing continues to grow and thrive on that platform.

Third-Party Cookie Retirement & Beyond
Ultimately, there will be no one single identifier that will replace third-party cookies. Thus, the technology our various DSP partners develop will utilize multiple data points that enable precise targeting and attribution without interruption after cookies retire. Conversely, companies that rely on singular solutions such as search retargeting, site retargeting, or mobile-only advertising can expect to see a greater impact.

<a href="https://mwcadvertising.com/author/maria-haun/" target="_self">Maria Haun</a>

Maria Haun

Maria Haun, DBA, CRP, is an award-winning marketing strategist, leadership development coach, and keynote speaker who delivers high-energy presentations that challenge audience perspectives and inspire ideas for personal and professional growth. With a background in corporate marketing, leadership, and education, her “career path has been marked by bringing fresh ideas that challenge traditional marketing. She brings high energy, high intellect, a passion, and drive”. With experience and knowledge that expands several different industries including agriculture, banking, education, construction, entertainment, healthcare, manufacturing, real estate, retail, and travel and tourism, among others, she understands the importance of creating a comprehensive strategy that increases business efficiency and creates customer awareness, brand loyalty, and the ability to win in the marketplace.