A study by Apply Digital found that 99% of surveyed businesses still use third-party tracking cookies to buy ads online automatically. The concern is that only 30% of senior marketers worry about privacy concerns.
Furthermore, 70% support Google’s decision to keep cookies for now, even though they were supposed to be phased out by 2024. This extension allows advertisers to rethink their strategies and find new ways to replace tracking.
So, what is next in this power shift?
Aggregates Overtake Advertisers in the 1PD Era
Many critics of the transition toward First-Party Data (1PD) argue against it since it will mean that aggregates now have much more power than advertisers on home turf.
Hubspot’s research shows that enterprises are preparing for 1PD-focused outreach campaigns:
24% aim to increase customer interaction.
20% want to boost customer loyalty and
20% strive to connect sales and marketing teams better.
However, many companies still need help to implement 1PD strategies fully:
92% face challenges, while
only 8% of senior leaders say they have no difficulties.
What This Means for Businesses
As organizations move away from third-party cookies, it is crucial to maintain consumer trust. They can approach this mission by:
Clearly explaining the benefits for customers when asking them to share their first-party data (1PD).
Choosing the right moments in the user experience to request customer data.
Finding other ways to connect with customers while respecting their privacy.
Allowing customers an option not to be tracked when they are uncomfortable with being followed by the application.
Creating unique offers that set one brand apart from the other.
These steps are crucial for companies as they move away from external tracking and work to improve customer interactions.
Building Consumer Trust in the Post-Cookie Era
Recent CivicScience polling shows that many U.S. adults want to eliminate third-party cookies on Google Chrome. About two-thirds of those surveyed support this idea, with 49% strongly agreeing. Additionally, 28% are neutral on the issue.
Support remains high among Google users, with 61% and 66% of Chrome users favoring removing browser tags. In comparison, Safari users are more neutral, with 53% agreeing and 36% neutral. Possibly because Safari already lets iPhone users block trackers.
79% of Samsung users back the move, and 71% of iPhone users also agree. Overall, there is a clear trend favoring the replacement of external tracking across different groups.
According to a UK study, if Chrome sets a default option to block all monitoring technologies:
60% of respondents say they would choose to do so.
Marketers may need help, as 35% feel they cannot effectively promote data sharing.
Some customers want no tracking; 13% would completely opt out, and
32% have negative feelings about third-party monitoring.
However, some buyers are open to sharing their data if they feel secure.
The main reasons users would be willing to share their data include the following:
33% justifiably expect they have a say on precisely what information they share and to whom and why.
30% want to know if brands will use their data appropriately and safely.
Thirty percent said they would like more transparency in using their data regarding its value.
Consumers are willing to share their data if they receive benefits in return. For instance:
29% are motivated by incentives or rewards,
28% appreciate recommendation tools, and
23% are interested in deals from their favorite brands.
With the continued disruption in digital business, customers’ privacy remains vital. Companies can develop trust and engage more buyers by revealing and allowing them to regulate their data. The right approach with 1PD plans is imperative, mainly because Web 3.0 relies heavily on it.
Google’s Delay on Cookie Phasing Out
As more websites refrain from using third-party cookies, they turn toward collecting first-party data (1PD) from their clients. This change addresses the challenges posed by phasing out these digital breadcrumbs. The study also showed that 94% of senior marketers are willing to adapt their strategies, with 79% already searching for alternatives to browser tags.
However, this transition has challenges. Research indicates that only 33% of enterprises have adopted first-party data technologies, while 35% need help getting users to share their data. Only 8% of advertisers are ready to implement 1PD strategies, and 14% need help using this data to personalize their shoppers’ relationship management (CRM) systems.
In fact, 61% of business owners believe Google’s decision to delay the end of third-party cookies will negatively impact their plans by 2025. Among retailers, 70% expect disruptions, compared to 52% of marketers in consumer packaged goods. Additionally, 32% of participants worry about rising customer acquisition costs, mainly due to the lack of practical targeting tools.
The Privacy and Personalization Tug-of-War in a Cookieless World
So, although advertisers are preparing to utilize big data, buyers are concerned with confidentiality guidelines. While 94% of organizations rely on first-party data (1PD) as valuable assets in the post-cookie environment, only 8% believe they are ready to employ them effectively.
Consumers care deeply about their information remaining private, and many would stop websites from tracking it. However, they also demand personalized experiences. It is definitely a challenge for firms to find a way to monitor and record behavior while maintaining trust and understanding the acceptable level of tracking.
Statistics suggest that the future of digital advertising depends on balancing privacy and personalization. The industry will try new approaches without remote data monitoring as Google moves forward. How organizations respond to these changes will shape the future of online advertising and digital interactions.
Why Managing Customer Identity is the Next AI-Level Disruption
The end of third-party cookies and stricter rules will force corporations to rethink their digital business models. Experts say that managing buyer identities will be a significant disruption, similar to artificial intelligence on the internet. Since the cost of client acquisition is increasing, several brands aim to capture the value of shopper retention to expand. Nevertheless, it becomes difficult to provide a great experience when data is randomly stored in different sources. Companies need to use technologies that create integrated and accurate information to stay competitive today.
The Disconnect Between Cookie Support and Readiness for 2025
Today, most consumer outreach relies on remote data tracking, and the industry remains optimistic. Interestingly, only 30% of senior marketers oppose Google’s decision on how long these trackers are kept. When asked how they prepare for digital marketing in 2025, 69% said they plan to phase out browser monitoring. Still, only a tiny fraction feel prepared for the evolution into the cookieless world.
This creates a paradox because, ready or not, campaign managers must prepare for the future of digital ads, as only three-quarters are currently purchased using third-party tracking cookies. And although many advertisers feel optimistic about their tactics, only 25% of brands feel fully prepared for this shift.
The transition brings both challenges and opportunities for promoters. They must invest in new technologies, focus on 1PD, and keep customer trust to succeed. Those who are slow to adapt to digital advertising will struggle, while those who adjust quickly will have an advantage. The key question now is not when this change will happen but whether businesses can keep up with the constantly changing digital landscape.
