For years, third-party cookies have been vital for digital advertising and web analysis, enabling cross-site tracking and targeted advertising. However, increasing privacy issues have led to strong pressure from both technology advancements, like Apple’s Intelligent Tracking Prevention, and regulations such as the GDPR, which necessitated explicit user consent for cookie use. As browsers like Safari and Firefox have implemented strict blocking measures, the traditional reliance on 3PC for ads has become unsustainable. This shift has prompted the industry to prioritize consent management and the importance of first-party data.
In 2025, Google’s announcement to not fully eliminate 3PC and the decision to allow users to opt-out through existing settings marked a significant change in strategy. Although this move eased some regulatory concerns, the trend of blocking 3PC remains strong across other major browsers. Moreover, Google’s withdrawal from certain advertising APIs in their Privacy Sandbox indicates a recognition that alternatives to 3PC won’t simply replicate its previous accuracy in targeting.
Businesses must adapt by diversifying their web technologies and strategies. Implementing robust consent management systems and shifting measurement focus from client-side to server-side will be essential. Ultimately, while 3PC is not vanishing abruptly in Chrome, the era of reliance on them for advertising is over, compelling businesses to evolve their digital strategies towards a foundation based on first-party data and user trust.
👉 Pročitaj original: CIO Magazine
