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Google’s on-again, off-again breakup with third-party cookies continues. The company announced it would no longer follow through with a full deprecation of third-party cookies in Chrome, opting instead for “user-controlled privacy settings” and further testing of its Privacy Sandbox.
In short: third-party cookies are sticking around. But that doesn’t mean you should.
It’s easy to see this as a reprieve. But from a performance and planning perspective, the delay changes very little. Safari, Firefox, and iOS have already moved on. Ad platforms have adapted. User expectations have shifted. And cookie-based targeting continues to lose effectiveness.
The question isn’t “When will these cookies be turned off?”
It’s “Why are you still using them?”
Third-party cookies technically work. Strategically, they don’t
Let’s be practical: third-party cookies still function in Chrome. But that’s not the same as being effective.
Here’s what’s happening already:
- Signal loss across Safari, Firefox, and iOS has reduced reach and accuracy.
- Match rates are falling across programmatic channels.
- Consent opt-ins are inconsistent and getting worse.
- Platform performance is lower when fed low-quality data.
Third-party cookies are based on probability. They guess that a user belongs to a category, based on historic browsing patterns. That might have worked a decade ago.
But today’s targeting environments reward precision and third-party cookies can’t offer it.
Even if Chrome gives them another 12 months, you’re optimising against a shrinking pool of low-quality data.
First-party data gives you control, accuracy, and context
By contrast, first-party data is built on observed behaviour, things like product views, add-to-carts, purchases, searches, and page visits, collected directly by publishers and platforms users engage with.
That makes a difference across the entire funnel:
- Conversion targeting: First-party audiences are made up of people who’ve already shown intent. Not vague, inferred interest — actual shopping behaviour. That translates into better ROAS, lower CPA, and faster learning for ad platforms.
- Awareness campaigns: You can build lookalike models from real behaviour, exclude recent converters, and deliver messaging based on context, not guesswork.
- Measurement: First-party data enables closed-loop reporting. You know who saw what, and what happened next. With cookies, you’re stuck with partial visibility.
It’s not just more ethical or privacy-compliant. It’s more effective.
“85% of advertising professionals said they or their clients now favour first-party data identifiers for managing cookieless traffic.” - Statista
Why the delay creates risk, not relief
Relying on third-party cookies after repeated delays introduces hidden costs:
- Strategic uncertainty: If your targeting hinges on a signal that could vanish next quarter, you’re planning blind.
- Performance inefficiency: As cookie segments degrade, you’ll see rising CPAs and falling match quality.
- Internal friction: Explaining why your targeting stopped working to stakeholders is harder when the writing’s been on the wall for years.
The delay may feel like breathing room, but it’s really just a longer runway to start doing what you should’ve been doing already.
What marketers and advertisers are doing now
“76% of brands, agencies, and platforms had already adopted a third-party cookie replacement by mid-2024.” - Statista
Marketers who’ve already transitioned to first-party data strategies aren’t just ahead, they’re outperforming. Here’s what they’re focused on in 2025:
- Building or accessing first-party audiences either from owned platforms (e.g. site or app behaviour) or through first-party data marketplaces like Flow, which provide access to high-intent shopper data at scale.
- Keeping audience targeting always-on through first party data and training offsite platforms like Meta and Google to find and optimise towards the audiences that convert.
- Tracking actual outcomes, not proxy metrics or blended estimates.
How USN built a stronger funnel with first-party data
When USN (South Africa’s top sports nutrition brand) wanted to scale online sales, they didn’t wait around to see how Google’s reversal played out. They partnered with Flow to target real, in-market shopper data.
The result?
- 3.6x more conversions
- 25% higher click-throughs
Lower CPCs and cost-per-sale across channels
That’s what could happen when you skip the assumptions and go straight to intent. The cookie deprecation reversal may have changed the timeline but it didn’t change the game.
That’s where Flow comes in.
Flow helps brands tap into real first-party audiences, built on behaviour, consent, and outcomes.
Frequently asked questions
What’s the difference between first-party and third-party cookies?
First-party cookies are set by the site you’re visiting to track on-site behaviour. Third-party cookies track you across multiple websites, and that’s the type being phased out.
Why are third-party cookies being deprecated?
They raise privacy concerns and rely on cross-site tracking. Most browsers have already blocked them, and Chrome is following suit.
Is it legal to track users with cookies?
Yes, if you have consent. First-party cookies used on your own site are usually fine when disclosed properly.
What’s a first-party data marketplace?
It’s a platform (like Flow) where you can access high-quality, consented audience data collected directly by publishers.
How do I get started with first-party data targeting?
Use your own site data, or tap into Flow’s ready-to-activate shopper audiences. No tech build, just better targeting.
