The removal of third-party cookies in the Google Chrome browser marks the end of an era in digital advertising. Brands that have so far relied on user-behavior data will now have to find new ways to understand and reach their audience.

Why is Google removing cookies? 🤔

This change is part of a global shift toward greater user privacy. Third-party cookies allowed cross-site tracking, which became misaligned with new regulations such as GDPR. The goal is to maintain ad relevance without compromising privacy.

What does this mean for advertisers?

Without cookies, traditional retargeting and precise audience tracking become limited. The focus is now shifting to:

• First-party data – information a brand collects directly from its users.

• Contextual advertising – displaying ads based on page content rather than user behavior.

• Google Privacy Sandbox – a new suite of tools enabling targeting and performance measurement without violating privacy.

How to prepare? 🤔

• Build a strong base of first-party data.

• Offer users value (newsletter, discounts, educational content) in exchange for their data.

• Modernize CRM and automation tools.

• Connect sales and marketing systems to personalize communication even without cookies.

• Test contextual and hybrid advertising strategies.

• Combine SEO, content marketing and new measurement tools.

Conclusion

A world without cookies is not an obstacle, but an opportunity to build a sustainable and transparent marketing ecosystem. Brands that adapt in time will have a strong advantage, because the future of digital advertising belongs to those who understand and respect their users.