Goodbye cookies, hello privacy: What changes?
If you work in the digital world or manage an online business, you’ve surely heard the rumor: third-party cookies are coming to an end. Or, at the very least, the way we know them is changing radically.
For years, these small pieces of code were the backbone of online advertising, allowing brands to follow users across the web to serve them “tailored” ads. But in a world increasingly concerned with privacy, the game has changed. So, what now?
The end of an era (and Google’s pivot)
The “death” of third-party cookies has been announced for a long time. Browsers like Safari (Apple) and Firefox have already blocked them by default for years. The big question has always been Google Chrome, the most widely used browser in the world.
Although Google has delayed the total elimination of these cookies several times, and recently announced a new approach focused on “user choice” rather than a total ban, the market’s message is clear: privacy is not optional.
Even if cookies don’t technically disappear overnight, users will have increasing control to reject them. This means that old marketing strategies based on “chasing” the customer will cease to work effectively.
Why is this good news?
It might seem scary for advertisers, but this shift brings an incredible opportunity: trust.
Instead of relying on third-party data (which is often inaccurate and invasive), companies are now encouraged to focus on First-Party Data. That is, the information the customer gives you voluntarily because they trust your brand—newsletter subscriptions, purchase history, or preferences on your website.
What should your company do now?
If your business relies on Facebook Ads, Google Ads, or web analytics, you cannot stand still. Here are three essential steps to adapt to this new “Privacy-First” era:
- Bet on First-Party Data: Create valuable content, offer exclusive perks, and build a direct relationship with your customer. Your database (CRM) is gold.
- Implement Server-Side Tracking: Instead of relying on the user’s browser (which blocks more and more things), start sending data directly from your server to advertising platforms (like the Facebook Conversions API). It is safer, more accurate, and respects privacy.
- Google Consent Mode v2: Ensure your website is ready to respect users’ consent choices, communicating correctly with Google so you don’t lose vital conversion data.
Conclusion
Saying “goodbye” to third-party cookies isn’t the end… it’s the beginning of a more transparent and effective era.
At Simdea, we believe that simple ideas are the best. And the simplest idea of all is this: respecting the user yields better results.
Latest posts by Comunicação Simdea (see all)
- Goodbye cookies, hello privacy: What changes? - 30/12/2025
- Artificial Intelligence: a brief history - 30/11/2025
- App and Website… Is It Really Necessary to Have Both? - 31/10/2025
