Third-Party Cookies and Browser Changes: The Decisions That Matter
The state of cross-site tracking in browsers, and what it means for advertising and measurement.
Samir Haddad
Where most projects go wrong
The usual mistakes:
- Waiting for a final answer before acting
- Measurement that only works in Chrome
- Fingerprinting as a workaround
- Ignoring consent requirements
What good looks like instead
- Build first-party data collection with consent
- Implement server-side and enhanced conversion measurement
- Track how much traffic already blocks cookies
- Avoid strategies that depend on one browser's plans
- Review measurement annually
Why it matters
Plans have changed repeatedly, so strategy should rest on first-party data rather than predictions about cookies.
The specs that matter
| Measure | Figure |
|---|---|
| Safari and Firefox | block third-party cookies by default |
| Chrome | has changed its plans for third-party cookies several times |
| First-party data | remains usable regardless of third-party changes |
| Measurement | platforms use modeling to fill measurement gaps |
Knowing when to hand it over
Tip: Bring in help when measurement depends on third-party tracking.
Where this comes from
- Chrome for Developers — Privacy Sandbox
- Google Analytics Help — Consent mode
The figures and practices above come from the sources listed.
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