The Future of Marketing: the era without third-party cookies

Darika Lunardon
28 February 2024


As online privacy takes center stage, marketers around the world are facing an unprecedented challenge. Third-party cookie technology, which has long powered targeting and personalization strategies, is quickly becoming obsolete. In this new scenario, Google’s Privacy Sandbox is emerging as a promising alternative to maintain the effectiveness of marketing campaigns. In this article, we will explore Privacy Sandbox and how marketers can use this new era without third-party cookies to their advantage.


What is Privacy Sandbox?

Privacy Sandbox is a Google initiative that aims to create technologies that protect people’s privacy online and give companies and developers the tools they need to build a successful digital business. Privacy Sandbox’s goal is to reduce tracking across websites and apps while keeping online content and services free for everyone.


The goals of Privacy Sandbox

Privacy Sandbox is currently under development and aims to achieve the following objectives:

  • Build new technologies to keep users’ information private
    Privacy Sandbox aims to make current tracking techniques obsolete and block hidden tracking techniques, such as fingerprinting. The goal is to allow people to browse and use apps without worrying about what personal information is collected and by whom.

  • Enable publishers and developers to keep online content free
    Billions of people around the world depend on accessing information on websites and apps. To provide this free resource without relying on invasive tracking techniques, publishers and developers need privacy-preserving alternatives for their key business needs, such as displaying relevant content and ads.

  • Collaborate with industry to develop new privacy standards
    The Internet is a source of information and an engine of global economic growth. Google invites industry members, including publishers, developers, advertisers and others, to participate and help develop better privacy standards for the web and on Android.

Privacy Sandbox for the web

Privacy Sandbox for the web aims to phase out third-party cookies using the latest privacy techniques, such as differential privacy, k-anonymization, and on-device processing. This approach also helps limit other forms of tracking, such as fingerprinting, by reducing the amount of information sites can access to keep users’ personal information private, safe and secure.

The Privacy Sandbox for the Web proposals are in various stages of development. The following timeline reflects when new privacy-preserving APIs and other technologies are expected to be ready to support key use cases, so that Chrome can phase out third-party cookies.

> Testing opt-in with labels: at this stage, Chrome will provide developers with an experimentation label to test and simulate the deprecation of third-party cookies.
> Third-party cookie deprecation for 1% of Chrome users: Chrome will deprecate third-party cookies for 1% of Chrome users globally.
> Phasing out support for third-party cookies: Chrome will begin phasing out support for third-party cookies in the third quarter of 2024.


The future of marketing without third-party cookies

With the advent of Privacy Sandbox and the phasing out of third-party cookies, marketers will have to adapt to new strategies to reach their target audiences. It will be essential to use the new Privacy Sandbox technologies to guarantee user privacy and at the same time provide relevant content and ads. Additionally, marketers will need to work with industry to develop new privacy standards for the web and on Android.

In conclusion,
Privacy Sandbox represents a new era in digital marketing, in which third-party cookies are replaced by technologies that protect user privacy. Marketers who adapt to this new reality will have a competitive advantage, being able to offer relevant content and ads without compromising user privacy. The future of marketing is here, and the Privacy Sandbox is the key to lasting success.

This article was written in 2024 and reflects the most up-to-date information on the Privacy Sandbox and the future of marketing without third-party cookies.