A Cookieless Future

A Cookieless Future. Google will phase out third-party cookies on Chrome browsers in 2023, making it difficult for marketers to track users across the web. With 65% of internet users using Chrome, this will greatly impact marketers. Marketers must find new ways to gather data in the cookieless future, driven by users' demand for privacy.

This trend originates from the report:

BRAND WATCH - 2023 Digital Marketing Trends

A Cookieless Future. Without cookies, it will become harder to track users across the web. It’s time to prepare.

Cookies are the blood of most marketing teams. From gathering data to tracking user journeys, cookies help marketers find out vital information about their consumer base. However, changes in Google’s cookie strategy could impact ad-tracking in 2023, changing the way we use cookies for good.

Google plans to phase out third-party cookies on Chrome browsers in 2023, not long after Apple did away with access to device identifiers on iOS. As of October 2022, Chrome has a 65% market share of internet browsers, with Safari in second at 19%. With such a large percentage of internet users opting for Chrome as their default browser, marketers are going to be impacted heavily by this change.

Users are demanding greater privacy, which is a main driver for Google’s decision. So, is it the end of cookies? And how can marketers implement new ways to gather vital data in a cookieless future?.