TLDR: The “cookiepocalypse” is here, Google is encouraging people to a user-choice model for third-party cookies, and marketers everywhere are rethinking how they collect and use data. At Modo25, we’re helping brands future-proof their digital marketing with first-party data strategies that prioritise privacy, trust, and performance.
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The cookie crumbles: What’s actually happening?
After years of anticipation (and a few delays), Google Chrome is changing its approach to third-party cookies. Rather than removing them entirely, Google is shifting to a user-choice model, allowing individuals to decide whether or not to enable third-party cookies in Chrome.
At the same time, Google continues to invest in alternative privacy technologies under its Privacy Sandbox initiative, designed to support targeted advertising in a more privacy-friendly way.
What this means for users and marketers
- For users: You’ll have more control over your cookie preferences in Chrome. The automatic phase-out won’t happen, but you can still choose to block or allow third-party cookies.
- For marketers: The pressure to adapt to a privacy-first web remains. Third-party cookies may not vanish overnight, but the writing is on the wall. Now is the time to invest in first-party data strategies and start testing tools like Google’s Privacy Sandbox APIs to future-proof your marketing.
In short, while cookies aren’t gone yet, there is a shift that is happening, and it’s pushing all of us toward a more transparent, consent-driven, and user-focused data.
The first-party data era
First-party data is information you collect directly from your audience, think:
- Email sign-ups
- CRM data
- Purchase history
- App usage
- Website interactions (with consent, of course)
Unlike third-party data, this information comes with permission and trust. At Modo25, we’re helping brands shift from dependency on external cookies to building sustainable, owned data ecosystems. That means putting customers first, literally and strategically.
Why first-party data matters more than ever
It’s privacy-resilient
Consumers are more privacy-aware than ever. Regulations like GDPR and ePrivacy mean you can’t and shouldn’t just collect data quietly in the background anymore. First-party data, is collected transparently, and ticks both the compliance and trust boxes.
It’s more accurate
When users willingly share their data, it tends to be cleaner and more relevant. You’re getting insights straight from the source, not information stitched together from random cookies and trackers.
It’s future-proof
Platforms, browsers, and ad tech will continue to develop. First-party data, however, will always be within your control. It’s the foundation for long-term marketing success.
How can we help clients build first-party data strategies
At Modo25, we’ve been preparing our clients for a cookieless world for a while now. Here’s how we approach it, step by step.
Auditing existing data sources
We start by mapping out what data our clients already have, CRM databases, website analytics, ad platforms, etc. You’d be surprised how much valuable information is already sitting unused.
Creating value exchanges
People won’t just hand over their data. You need to give them something in return, like exclusive content, early access, loyalty rewards, or genuinely useful newsletters.
We help clients design engaging lead capture strategies that make sharing data feel worthwhile.
Building consent frameworks
Transparency is non-negotiable. We implement consent management platforms (CMPs) that make it easy for users to understand what they’re opting into, and for brands to stay compliant without killing conversion rates.
Implementing server-side tracking
To replace lost visibility from cookies, we’re integrating server-side tracking and advanced GA4 setups. This keeps analytics accurate and privacy-safe, it’s a win-win.
Enriching with zero- and second-party data
Beyond first-party data, we also explore:
- Zero-party data: info users voluntarily provide (like survey answers or preferences).
- Second-party data: partnerships or clean-room collaborations with trusted brands.
Together, these help fill in the gaps left by third-party cookies, responsibly.
Testing new targeting methods
We’re experimenting with Google’s Privacy Sandbox, Topics API, and contextual targeting. These emerging tools allow us to deliver relevant ads without invasive tracking.
What this means for digital marketing
For marketers, this shift means a return to fundamentals:
- Building real relationships with audiences.
- Focusing on content, brand value, and user experience.
- Using AI and predictive analytics to connect data dots responsibly.
In short, the brands that thrive will be the ones that earn data, not take it.
At Modo25, we see this as a positive evolution. The cookieless future is an opportunity to make marketing smarter, more transparent, and genuinely customer-focused.
Final thoughts
The end of cookies is just a reset, and a chance to do things better. Our advice? Start now. Audit your data, strengthen your CRM, and rethink how you connect with your audience. The sooner you embrace a first-party mindset, the stronger your campaigns will be in a cookieless world.
What this means for users and marketers
- For users: You will still have control over your cookie settings in Chrome, but the planned automatic end of third-party cookies will not happen.
- For marketers: The pressure to adapt to a privacy-first web remains. While third-party cookies are still available, marketers are advised to invest in alternatives like first-party data and Google’s Privacy Sandbox APIs to future-proof their strategies.
