Embracing Google’s Change: Adapting to a World without Third-Party Cookies

In online ads, being flexible is super important. Google’s recent news about saying goodbye to third-party cookies is a big deal for internet ads and businesses.

Earlier in November 2023, google began the formalities of phasing out third-party cookies from Chrome during the first quarter of 2024, signalling the beginning of the end for legacy online advertising.

Get ready for a new era in ads, where protecting people's privacy is a big deal, and being able to change is key to doing well online.

So, what are these third-party cookies anyway? And why is Google making this big change?

Let us look into Google's decision and what it means for businesses like yours.

We'll explain the "what" and "why" and show you how to keep your online strategies working while respecting people's privacy.

Key Insights for Advertisers:

  1. What are third-party cookies, and why do businesses care about them?
  2. Why is Google getting rid of third-party cookies?
  3. What is Google’s Privacy Sandbox, and how will it take the place of those cookies?
  4. Good and not-so-good things about Google's new feature without third-party cookies.
  5. How will businesses feel the changes when third-party cookies go?
  6. Ways to follow users without using Google's third-party cookies.
  7. How companies are adjusting to Google’s cookie update.

What are Third-Party Cookies and Why Do They Matter for Businesses?

Cookies are tiny bits of information stored by websites on users' web browsers. These little pieces serve various purposes, such as remembering login details or tracking how users navigate a website.

Specifically, third-party cookies come from domains different from the one a user is currently browsing.

They allow websites and advertising networks to track and share data across multiple sites.

Why Do Businesses Rely on Third-Party Cookies?

Third-party cookies have been the backbone of digital advertising for a while. They've played a crucial role in:

1. Reaching the Right Audience: Businesses use these cookies to follow how users move across different websites, forming detailed user profiles. This information helps target specific groups with personalised ads based on their interests and behaviours.

2. Tailoring Ads: These cookies enable businesses to customize ad content based on what users do online. This personal touch makes ads more engaging and boosts the chances of people taking action.

3. Measuring Performance: They help businesses measure how well their ads work and provide valuable data about user behaviour.

4. Reconnecting with Users: By using third-party cookies, businesses can reconnect with users who have visited their websites before. It's a smart way to bring back potential customers who might have left without finishing a purchase or action.

Third-party cookies are essential for targeting the right people, making ads more personal, and understanding how well campaigns perform.

Their significance has made them a standard tool for businesses to reach their audiences better and optimize their advertising strategies.

Why Is Google Changing Third-Party Cookies

Google isn’t just randomly getting rid of third-party cookies. It is a response to growing worries about privacy, what users want, and new rules. Here’s why it is a big deal:

1. Privacy Worries: People are getting more worried about how their data is collected. New rules like GDPR and CCPA want stronger protection. Google’s move follows these rules and aims to fix these worries.

2. What Users Want: People want more control over their data. They want control on who gets their information and why. Google’s making changes to respect this.

3. Building Trust: Google wants everyone to trust them more. They want to keep showing ads that fit your interests, without being nosy.

Google's decision brings both positives and negatives

On the upside, it offers more control over privacy by limiting advertisers from tracking your online movement.

Small businesses might benefit, levelling the ad-playing field. However, it could disrupt how ads work, raising costs for businesses and reducing the personalised feel of web browsing.

Also, Google's dominance in ads might grow, limiting competition.

Overall, while it boosts privacy and small businesses, it could shake up ads and strengthen Google's position.

How Google's Cookie Changes Affect Businesses

Google’s decision to say goodbye to third-party cookies has made businesses wonder what’s next. Knowing how this will affect them is important in this new online ad world.

1. Finding the Right People: Without these cookies, businesses might struggle to aim ads at specific groups. They’ll need to rely more on info they collect themselves, like what people do on their own websites.

2. Personal Ads and Making People Happy: Ads that feel just for you might get trickier. Businesses will have to think of new ways to make ads personal without knowing too much about you.

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3. Sharing Info: Cookies were handy for sharing and understanding data. Now, businesses need new ways to do this without peeking too much into people’s online lives.

4. Tracking Ads Working: Knowing which ads work might change. Businesses need new ways to know if their ads are making people buy things.

5. More of Your Own Info: To replace these cookies, businesses might ask you for more of your info directly. Things like signing up for newsletters or joining sites might become more important.

6. New Ad Tools: Businesses might need to try new ad tools, like Google’s Privacy Sandbox ideas, to keep up without these cookies.

7. Playing by the Rules: Following privacy rules is a must. Businesses need to make sure they collect and use data the right way.

So, the next question popping up is, “How do we handle this?” Let's see how to make things work in this new situation.

Strategies to help you track users without relying on third-party cookies

After Google's shift away from third-party cookies, businesses need new ways to stay connected with their audience online.

As everything changes in the digital world, finding better ways to track how people interact becomes essential.

Let's explore simple ways to track how people engage online without relying on those third-party cookies, and let’s highlight how Jubna ads, especially native ads, play a key role in this changing world.

1. Rely on First-Party Cookies: Embrace first-party cookies, set by your website, to track user interactions within your platform. While they don’t span multiple sites, they offer effective tracking of user preferences and actions on your own domain.

2. Implement Server-Side Tracking: Send data from your website to tools that track how users interact. This method doesn’t rely on the tricky browser cookies.

With Jubna ads, advertisers have different ways to track their ads, and this server-side tracking really works.

3. Amplifying First-Party Data: Collect more info directly from users, like when they sign up or register for things. This gives you useful info about what users do on your platform and how best to serve them.

4. Leverage CMS Capabilities: Using content management systems equipped with in-built tracking functionalities that aren't reliant on third-party cookies.

This method allows for tracking user interactions without relying on browser-based cookies.

5. Privacy-Friendly Tech: Use tools like Google's Privacy Sandbox that hide personal info while still tracking what users do.

6. Shift to Contextual Advertising: Explore contextual advertising—placing ads in relevant content rather than tracking user behaviour extensively.

It's a less invasive method, aligning better with privacy standards.

7. Collaborate for Data Alliances: Join hands with other companies to share data in a way that keeps user info safe.

8. Look into One ID for All: Keep an eye on new ways everyone’s working on to track users without tricky cookies across different places.


The shift away from Google's third-party cookies marks a big change in how digital ads work. It's a move towards better protecting people's privacy online.

While this change brings some challenges, it also opens up new chances for businesses to reshape how they advertise in a more privacy-friendly manner.

To succeed in a world without cookies, businesses need to focus on gathering and using their own data from users, try out different ways to track people online, and think about using advertising channels that can guarantee that your marketing message is not broken.

Winning people's trust and valuing their privacy are key to doing well in this new era of online ads.

As things keep changing in the digital world, it's super important to keep up with the latest news and adjust how you do things.

Embracing tools that keep privacy in mind and making sure your data practices are ethical not only keeps your business in line with the rules but also helps you build stronger connections with your audience.

In today’s world of online ads, getting ahead often means teaming up with experts who really get these changes.

At Jubna, we've got top-notch native advertising services that can guide you through this shifting landscape and fine-tune your ad strategies for success.

We're here to keep you at the top of the digital ad game, making sure your strategies respect user privacy while bringing in awesome results.

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