Why it matters

Without measures to replace the cookie, ad frequency cannot be capped, causing potential annoyance to users and wasting precious ad dollars.


  • Publishers may be able to manage reach and frequency across their own site, but managing this at a campaign level – across multiple browsers, domains and devices – is not possible.
  • Dynamic targeting based on a users’ web behaviour will need to be consented by the user, so we are likely to see a reduction in the volume of one-to-one messaging.
  • Advertisers can no longer rely on a website land being ‘legitimate interest’ for data capture. Brands must work out what the ‘value’ is within a value-exchange with customers, and offer something unique.

When Google announced that Chrome would be joining Apple (Safari) and Mozilla (Firefox) in phasing out third-party cookies, the industry reaction was mixed. For some, there was a combination of grief and irritation, for others, the news was very much expected and welcomed.