Cookies often carry a negative reputation, but the core issue isn’t with cookies themselves. The real problem lies in how data is collected and how cookies are used. As the digital world shifts toward a cookieless future, understanding the functionality and classification of cookies becomes increasingly important. This knowledge empowers both brands and consumers to navigate the changing data space with confidence and awareness.
To make sense of this shift, it’s essential to understand how different types of cookies operate. This foundation is especially important as we prepare for a future without third party cookies, a transition that reflects the growing emphasis on user privacy.
Strictly Necessary Cookies
Strictly necessary cookies are fundamental to the operation of any website. These cookies enable core services that users rely on to interact with websites in secure and functional ways. For example, they help ensure login credentials are retained during active sessions, keeping user accounts secure and functioning properly. They also remember previously submitted form information, such as names, addresses, or preferences, which makes the browsing experience smoother and more efficient.
These cookies are not used for online advertising, and while users can disable them through browser settings, doing so may prevent the website from working correctly. Their purpose is operational, providing essential support for day-to-day digital interactions.
Functional Cookies
Functional cookies help create a more tailored and enjoyable user experience. These cookies store personalised settings, such as preferred language, regional content preferences, and previously saved usernames. They make returning to a website feel more familiar by remembering how a user previously interacted with it.
For example, a user visiting a news website might receive stories and weather updates relevant to their local area. This personalised approach not only supports user preferences but also helps websites adapt content for users’ browsers, creating a more meaningful browsing experience.
Performance Cookies
Performance cookies, often referred to as measurement cookies, help website owners understand how website visitors engage with different areas of the site. These cookies do not collect personal information. Instead, they gather behavioural data that allows brands to assess how well their websites perform. Services like Google Analytics depend on these cookies to identify high-traffic pages, track user flow, and detect points where engagement drops off.
The insights gained allow businesses to improve their marketing efforts by refining content and page design. This results in more intuitive user journeys and a better understanding of the target audience. Overall, performance cookies unlock valuable insights that support ongoing optimisation while respecting privacy boundaries.
Targeting Cookies
Targeting cookies play a significant role in digital advertising, but they are also a major source of concern when it comes to compromising user privacy. These cookies are typically installed by third parties with the permission of the site owner. Their purpose is to monitor user activity across various websites, a process known as cross site tracking, which builds a detailed picture of a person’s interests and habits.
As a result, users often see ads that closely reflect their recent browsing history. This is a powerful form of contextual targeting and helps advertisers identify users who are more likely to respond to specific campaigns. However, it has also sparked a growing debate about the ethical implications of this level of surveillance. Although users can disable targeting cookies, this will only stop personalisation. Ads will still appear, but they won’t be tailored to the individual.
Concerns over third party data collection have intensified in recent years. According to Google, searches for "online privacy" increased by 50 percent in 2020. This reflects a growing awareness among internet users about how their data is collected and used online.
The Driving Force Behind the Cookieless Shift
Public concern around data collection is becoming more pronounced. Research shows that 72 percent of people believe that their online activities are constantly being monitored. Even more striking is the fact that 81 percent think the risks of data sharing outweigh any potential benefits. These perceptions have led major web browsers like Google Chrome to take decisive action by committing to eliminate third party cookies.
This move supports broader industry efforts toward data privacy compliance, aligning with regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act. The elimination of third party cookies marks a pivotal moment in how digital marketing approaches data ethics.
What’s Replacing Third Party Cookies?
Google recognised the potential disruption that eliminating third-party cookies could cause within the advertising industry and responded by introducing the Privacy Sandbox. This initiative was designed to replace invasive tracking with more privacy-conscious alternatives. One of its key features is the Topics API, which assigns users broad interest categories based on their recent browsing activity without identifying individuals.
Instead of tracking specific users, the Topics API surfaces a small set of relevant topics (e.g. "fitness", "travel") to advertisers. This preserves many of the benefits of contextual advertising while maintaining greater privacy. It's one way to meet the growing demand for data ethics and user control without sacrificing performance entirely.
Alongside the Topics API, Google has encouraged marketers to invest in stronger first-party data strategies. This shift empowers businesses to gather insights directly from their audiences, fostering greater transparency and trust.
Building a Better Data Strategy
The decline of third party tracking does not mean the end of data-driven marketing. Instead, it represents a new phase that values ethical engagement and consumer consent. To adapt, brands should focus on collecting data responsibly through first party and zero party data strategies.
Transparency and Consent
Clear communication around data practices is no longer optional. Consumers expect brands to disclose how their data will be used, who will have access to it, and what safeguards are in place. A well-written privacy policy should explain these elements in straightforward language. This supports informed decision-making and aligns with global data privacy regulations. Offering easy opt-out options enhances consent management and allows users to maintain more control over their information.
Direct Data Collection Methods
Collecting data directly from users builds stronger relationships. Businesses can do this through sign-up forms, feedback surveys, gated content, and loyalty programmes. These methods support first party data collection, and they reflect a brand’s commitment to transparency.
At the same time, gathering zero party data which is voluntarily shared by customers can yield even more accurate insights. For instance, asking users to select their preferences during onboarding provides marketers with useful, compliant data. This reduces the reliance on inferred behaviour and fosters trust between the brand and its audience.
Keeping Policies Up to Date
An accessible, clearly written privacy policy is essential in this environment. It should detail what types of customer data are being collected, how long the data is stored, whether it is shared with third parties, and how users can control their preferences.
By taking these steps, companies demonstrate a proactive approach to privacy and signal to users that their data collected will be handled with care. This approach strengthens loyalty and protects brands from potential legal and reputational risks.
Final Thoughts: Preparing for a Cookieless Future
The transition to a world without third party cookies is more than just a technical change. It signals a shift in consumer expectations, digital ethics, and the role of consent in marketing. For brands, this is an opportunity to lead by example by adopting data strategies that prioritise privacy, clarity, and ethical engagement.
Businesses that commit to using data platforms and tools designed around compliance will be better positioned to thrive in the new data space. Investing in direct customer relationships, using contextual insights, and honouring user behaviour and preferences will ensure continued relevance in an increasingly privacy-conscious world.
Ultimately, the future of digital marketing isn’t about tracking more. It’s about tracking better with purpose, permission, and integrity.
