Skip to content

That’s the Way the Third-Party Cookies Crumble: Navigating Your Digital Ads in A Cookie-less World

That’s the Way the Third-Party Cookies Crumble: Navigating Your Digital Ads in A Cookie-less World

“As an advertising industry, we’ve done a very poor job of communicating to the end-user as to why we’re tracking them, and why this is beneficial. Few consumers understand how any of this works, and with lack of understanding it’s simple to just say no and block it.”

– Luke Taylor, founder & COO of TrafficGuard

Although they were initially created with good intentions, cookies have sparked much backlash and controversy in recent years— especially where user data privacy is concerned. As stated above, perhaps a lack of communication from the outset between advertisers and end-users is to blame. Either way, more consumers are saying “no” to cookies and data tracking, and, as a result, web browsers are, too.

Before we take a look at the browsers no longer supporting cookies and how this impacts your small business’s digital ads, let’s first clarify what cookies are and how they work.

What’s the Scoop? The Difference Between First- & Third-Party Cookies

Cookies store information in order to identify users and enhance their browsing experience online. There are two types of cookies, first-party cookies and third-party cookies:

  • First-party cookies are created for use on websites and help customize the content its visitors are exposed to. These cookies allow the browser to store important user information, like the items you’ve added to your shopping cart, your password and user name, and specific language preferences.
  • Third-party cookies track a user’s data on their internet browser (Google Chrome, Internet Explorer, etc.). These cookies are used by advertisers to retarget users with personalized messaging based on their behavior online. (This is why you’ll see ads for products you were looking at yesterday as you browse entirely new, unrelated web content today).

The Death of Third-Party Cookies: What to Expect

Although third-party cookies were created with good intentions, internet browsers can no longer ignore the call to update the cookie-based system. In fact, browsers like Mozilla Firefox and Safari have already stopped supporting third-party cookies, and Google has announced that they will block third-party cookies in Chrome by the end of 2021.

The demise of third-party cookies means consumers should anticipate a far less personalized ad experience as the digital advertising space is rebuilt to balance user identification and user privacy. Brands who manage their own digital advertising, on the other hand, should expect more difficulty in discerning whether or not their ads are targeting the correct demographic.

How to Navigate Digital Ads as Third-Party Cookies Crumble

Our digital advertising specialists are Google Ads Certified and have been managing clients’ online advertising accounts for 20+ years. We’re dedicated to empowering you with the latest digital advertising tricks, tips, and tactics to reach new customers, grow your business, and keep your cool in these current times. Discover our three specialized Digital Advertising Programs for Start-ups & Growing Businesses today!

Learn More Now!

Share This:

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office