10 ideas for a post-cookies marketing strategy

The shift away from third-party cookies presents both a challenge and an opportunity for marketers to rethink and improve their digital marketing strategies to better align with the current needs and expectations of consumers.

When Google first announced it would phase out support of third-party cookies, marketers initially worried it would reduce their ability to collect user behavior data and share it to inform their marketing and targeting strategies. However, that concern waned as teams realized they could still use zero-party data and first-party data to drive effective marketing strategies.

It also helped that Google continuously delayed these changes several times from 2022, to late 2023, then into 2024. While Google began to remove third-party cookies for a small number of users in early 2024, it eventually scrapped deprecation plans entirely and, instead, plans to give users more choice in how Google tracks their browsing data.

All of this is not to say that developing a strategy for post-cookies marketing is not important. On the contrary, marketers can still develop better ideas to adapt to changing technologies and customer expectations.

Having the right post-cookies marketing strategies also ensures brands are compliant with new regulations to avoid legal or financial penalties. And as time passes, consumers have become more informed about cybersecurity. They tend to prefer brands that respect their data and are transparent as they collect and use it.

The shift away from third-party cookies demands innovative strategies that respect user privacy while maintaining effective marketing. The following post-cookie marketing strategies offer a roadmap for marketers to adapt and thrive in this new era. They focus on sustainable, privacy-conscious methods that comply with evolving regulations and enhance customer engagement through trust and relevance.

1. Embrace first-party data

First-party data will become the gold standard in a post-cookie world. This type of data -- collected directly from the target audience through interactions with a brand's website, apps or social media -- is inherently more reliable and relevant than third-party data.

Marketers should focus on enhancing UX to encourage direct interactions, which, in turn, yield richer first-party data. Tactics such as personalized content, loyalty programs and customer feedback channels can help deepen customer relationships and drive first-party data collection.

2. Use ID providers

ID providers create unique identifiers for users who consent to tracking. Organizations can use these IDs across participating sites to maintain targeted ad campaigns without infringing on users' privacy.

Marketers can partner with providers that ensure compliance and offer widespread adoption to maximize its reach and effectiveness.

3. Explore contextual targeting options

Contextual targeting lets advertisers place their ads on websites that are contextually relevant to the other advertised products or services. This strategy does not rely on user data but the nature of the content where the ad appears. If marketers prioritize quality content and relevance, they can effectively target the right audience while respecting their privacy and aligning with brand values.

4. Use AI and machine learning

AI and machine learning technologies offer sophisticated tools to analyze trends, predict user behavior and personalize content creation without relying on individual user data. These technologies can process large volumes of first-party data and contextual information to guide marketing strategies, optimize campaigns and enhance CX in real time.

5. Invest in privacy-first ad networks

Privacy-first ad networks have emerged in response to the demand for more privacy-conscious ad systems and services. These networks specialize in targeting and personalization without compromising user privacy. Investing in relationships with these networks can help marketers reach their audience effectively while adhering to new norms of digital advertising.

6. Enhance CRM systems

Strengthening CRM systems to better manage customer data can help in the post-cookie world. CRM systems help segment, target and retain customers with the wealth of first-party data collected from various touchpoints. This approach enables marketers to create personalized strategies that can dynamically adapt to customer interactions, improving engagement and customer loyalty over time.

7. Develop collaborative data sharing initiatives

Data collaboration strategies, like those for second-party data, enable businesses to share nonsensitive, aggregated data with trusted partners. These collaborations can expand the reach of marketing efforts and introduce a brand to new, relevant audiences without compromising individuals' privacy. It's a mutual exchange of value that benefits all participants, as it broadens the data pool in a privacy-compliant manner.

8. Focus on content marketing

Creating high-quality, engaging content marketing materials that resonate with the target audience can drive organic traffic to the organization's website. This strategy relies less on personal data and more on valuable content that informs, entertains or solves problems. Over time, this approach can help build a loyal community around a brand and foster direct interactions that generate first-party data.

9. Implement an omnichannel marketing strategy

Omnichannel marketing ensures a seamless CX across all channels, whether online or offline. This strategy considers the customer's entire journey, cohesively integrating all platforms and touchpoints. A personalized and consistent brand experience everywhere can enhance customer satisfaction and loyalty, thereby encouraging more voluntary data sharing.

10. Prioritize consent-based marketing

Building a consent-based marketing strategy places user permission at the forefront of data collection processes. If a brand is transparent about how it collects and uses data, and gives users clear choices, it can foster trust and compliance. This approach aligns with privacy regulations and can empower consumers, as it gives them control over their personal information, which can improve their perception of and engagement with a brand.

In the transition to a post-cookie marketing era, flexibility, innovation and a steadfast commitment to user privacy becomes critical. If organizations adopt these strategies, they can ensure compliance with emerging regulations and form stronger, more trustful connections with their clientele. While the future of digital advertising after cookie deprecation is shrouded in ambiguity, it carries the potential to place a higher value on privacy and center more closely around the user.

Editor's note: This article was updated to reflect changes in Google's cookie deprecation timeline.

Griffin LaFleur is a MarketingOps and RevOps professional working for Swing Education. Throughout his career, Griffin has also worked at agencies and independently as a B2B sales and marketing consultant.