Observed Signal · Nov 17, 2022 · Deprecation · Source: CMSWire · Impact: 3/5 · Sentiment: Negative
Marketers Brace for a World Without Third-Party Cookies
This CMSWire analysis examines how the phase-out of third-party cookies will change marketing. Google plans to remove third-party cookies from Chrome by 2024; Apple has already disabled them in Safari by default. GDPR rules forced consent-based cookie notices across websites. Brands will need to rely on first-party data, requiring trust-building, permission-based marketing, and direct customer relationships. Industry voices from Bloomreach, Drift, CircleIt, Twilio Segment, Amperity, Three Piece Marketing, and SparkPlug highlight challenges including lower ad targeting precision, data silos, and reduced reach. Twilio's State of Customer Engagement Report found 55% of brands are unprepared for cookieless marketing and 81% still rely on third-party cookies, while 85% of consumers prefer brands to use only first-party data for personalization. The article concludes that the cookieless future makes first-party data essential and pushes marketers toward conversational and retail in-person strategies.
The article outlines the industry-wide shift away from third-party cookies, highlighting marketer unpreparedness and the strategic pivot to first-party data; this underpins major changes in ad targeting, identity, and measurement.
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Key Takeaways & Evidence Grounding
- Google planned to phase out third-party cookies in Chrome by 2024 after delaying the original 2022 deadline.
- Apple has disabled third-party cookies by default in its Safari web browser.
- The European GDPR, effective 2018, requires websites to allow users to opt out of third-party cookies.
- Twilio reported that 55% of brands are not fully prepared for cookieless marketing and 81% still rely on third-party cookies.
- Twilio's report also found that 85% of consumers want brands to use only first-party data for personalized services.
Connected Companies & Entities
6 Entities mapped“Google is set to phase out third-party cookies in its Chrome web browser by 2024....”
“Apple has disabled third-party cookies in its Safari web browser by default....”
“Raj De Datta, CEO and founder at Bloomreach, a commerce experience platform provider, told CMSWire that brands must be proactive about data ...”
“Aurelia Solomon, senior director of product marketing at Drift, a conversational marketing platform provider, told CMSWire marketing without...”
“According to Twilio's 2022 State of Customer Engagement Report, 42% of brands predict the upcoming changes will result in lower ROI on ad sp...”
“Jill Meuzelaar, director of product marketing at Amperity, an enterprise customer data platform provider, told CMSWire although third-party ...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
US Government Excludes Microsoft from Visa Program
The US government has barred Microsoft from participating in the permanent residency process for foreign workers with H-1B visas, accusing the company of abusing the program. Vice President JD Vance stated that Microsoft laid off 6,000 American employees last year while benefiting from 6,300 H-1B visa holders. The Department of Labor, led by Keith Sonderling, will not accept new permanent residency applications from Microsoft, as well as several consulting firms and Adobe. This action comes weeks before the midterm elections and reflects the Trump administration's broader criticism of the H-1B program, which it claims disadvantages American workers. Microsoft has not yet responded. The move could impact the tech industry's ability to retain skilled foreign talent.
Amazon unveils new Alexa tablets with AI and Google Play
Amazon has announced a new generation of tablets under the Alexa brand, including the Alexa Tablet 12 Pro, Alexa Tablet 11, and Alexa Tablet 8. All devices run on Android, integrate the AI assistant Alexa+, and for the first time offer direct access to the full Google Play Store, allowing users to install apps like YouTube, Netflix, and Gmail alongside Amazon services. The tablets feature various screen sizes, processors, and battery lives, with prices starting at $229.99. A special Kindle reading mode and new kids' models with parental controls have also been introduced. Sales begin in North America on October 8, with shipping from October 14, and European availability, including Germany, starts October 19.
Grok Bot Searches X, Integrates Rival AI Models
SpaceXAI has enhanced its AI agent Grok Bot with the ability to continuously search and analyze the entire X platform. Users can now deploy the agent for 24/7 social listening, brand monitoring, and trend analysis, similar to Google's Information Agents. Grok Bot will also integrate other AI models from competitors, such as Claude Opus 5.5, Midjourney, and Suno, depending on the task. This move signals a shift towards multi-model AI agents and expands the capabilities of AI-driven social media analytics.
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