Chrome Keeps Third-Party Cookies: What Marketers Should Do

For years, marketers prepared for Chrome to phase out third-party cookies. In July 2024 Google announced a change of direction: instead of removing them, it would focus on giving people more control through a new experience in Chrome.

Why this is not a reason to relax

Other browsers, such as Safari and Firefox, already block third-party cookies by default. Privacy laws and rising consumer awareness continue to limit tracking. Relying heavily on third-party data is still risky.

Focus on first-party data

• Collect email addresses and preferences directly, in return for real value such as guides, discounts or updates.
• Use your own analytics and CRM to understand behaviour on your site.
• Ask customers about their needs through short surveys.

Respect consent

Use a clear consent banner, explain what you collect and why, and make it as easy to decline as to accept. Keep records and honour opt-outs.

Diversify your measurement

Combine platform reports with server-side or privacy-friendly analytics, and look at trends rather than perfect attribution. Brand searches, direct visits and customer surveys reveal impact that cookies never could.

Build owned channels

Email lists, communities and a strong website are assets that no browser change can take away. Invest in them steadily and you will be prepared whatever happens next.