The end of third-party cookies: what advertisers need to know

The news about the impending “Cookie Apocalypse” is out! Ever since Google announced that it would disapprove of third-party cookies, marketers have been faced with a scenario that could potentially destroy digital advertising and alter the future of the internet.

Some experts are of the opinion that such a move was already in the offing and Google had been planning to make these changes for quite sometime now. So, rather than treating the changes like an alien invasion, marketers need to look at the bigger picture. So, if you are an advertiser and are looking at the possible impact of the loss of third-party cookies on marketers and consumers, then you are at the right place.

What is a third-party cookie and what should I do if they are eliminated?

Third-party cookies like their first-party counterparts are files that are set by a website other than the one you are currently using. They are simple text files that store data of your web experience on different websites. They allow data to persist between web pages. For example, you can have a “like” button on your website which will store a cookie on a visitor’s computer. That cookie can later be accessed by the website to identify the visitor and see which websites he looked at. Such cookies are known as third-party cookies. They provide a certain significance to the user experience, but third-party cookies have come under scrutiny lately as consumers are rapidly becoming exclusive about their privacy.

For marketers, these capabilities have made it easier to showcase more relevant advertisements to a more suited audience, but with access to these cookies vanishing rapidly, the time to make changes is now.

Below mentioned are a few tactics that can help you leave your cookies behind.

Contextual Advertising

The next best thing to beat the third-party cookies is to replace them with behavioral targeting. With contextual targeting, the ads you see are based on the nature of the content you are looking at. For example, if you are browsing a pizza website, you see ads for nearby pizza places or when you’re reading a blog about improving your ad optimization, you would receive an email about ad automation.

People-Based Targeting

Introduced in the digital world by Facebook, people-based targeting relies more on the user rather than identifying them by their devices. This method does not rely on third-party cookies to track users or collect data. It also allows brands to connect with the customers and engage with them.

A successful people-based targeting strategy breaks down into the following:


Brands need to identify and interact with their audience correctly. The main objective is to be persistent and recognized.


the identification approach for customer data gives the brand an efficient hand at targeting.


Instead of relying on browsing cookies, people-based marketing relies on first-party automation which helps brands look from a singular point of view of customers.

First-party Data from Phone Calls

Getting your hands on the first-party data from phone calls will always be greater than browsing cookies. Phone conversations can be utilized as the ultimate first-party data. When your customer calls you, they are literally telling you what they want and their honest feedback about your services. To put then into feasible and actionable datasets, you need an automated system that understands what being said derives accurate meaning from it.

Hope this blog helped you understand the current scenario around third-party cookies and prepare for its aftermath. As the tactics mentioned previously suggest, all is not lost and there are a bunch of avenues that can be explored. If you are looking for any kind of assistance with your digital strategies, please feel free to connect to our experts at Responsive MTS.

Leave a comment

  • Campaign set up across various industry standard email platforms as well as tools proprietary to individual email marketers
  • Database and mailing list management
  • Quality assurance (QA) Browser and device compatibility testing
  • CANSPAM and data protection compliance testing
  • A/B testing, campaign automation, subscribers and auto-responders
  • Email campaign scheduling and deployment
  • Post campaign reporting and analysis (link tracking reports, email performance reports, user behaviour reports etc.)
  • Reporting template development
  • Email template creation
  • Email creative design in HTML and responsive templates
  • Recoding of existing email creative
  • Landing page and form creation
  • PSD to HTML conversion
  • Email API integration
  • Support and domain or platform training
  • Co-Reg. campaign set up, monitoring and quality check
  • Data file preparation and validation (email, telephone and postal data


Web Development Services
  • Content Management System – WordPress, Joomla, Drupal, Shopify, Magento, Wix, CodeIgniter, Plone, MediaWiki
  • Custom API integration
  • eCommerce applications
  • HTML email conversion from PSD files
  • GTM, Google Analytics tag implementation and troubleshooting
  • Custom ad server/ad tag integration
  • Responsive ad mailers/newsletters
  • Landing page and form creation
  • Custom JavaScript applications
  • Website/webpage testing
  • Website migration
  • Website maintenance
Specialty Web Development Services
  • Website building using frameworks Node.js, Ruby on Rails, Django, Yii, Zend, Laravel, Meteor
  • Website building using web technologies such as Python, PHP, ASP, XML, HTML5, DHTML, xHTML, CSS, JavaScript, and AJAX
  • Custom forms, reports, admin tools and dashboards
  • Web Server management including cloud applications (Apache, LiteSpeed, NGINX, server optimization, load balancing, DNS management, web applications, CPU optimization)
  • Database design and development
  • Google product integration
  • Custom reporting dashboards
  • Robotic process automation (RPA) solutions
  • AI and machine learning (ML)
  • IoT development and integration
   Search Engine Optimization (SEO)
  • Website technical analysis
  • In-depth keyword research, competitive analysis and content mapping
  • On-page optimization – XML/HTML sitemap, Robot.txt, image optimization, HTML code optimization etc
  • Meta data audit, set up and recommendations
  • Content and website structure & UI optimization
  • Google Analytics, Google Search Console and Bing Webmaster tools set up and monitoring
  • Off-page optimization Global/local search engine submission, RSS, Google Merchant
  • Link building (directory/article/press release submission, blogs, forums, video, social bookmarking)
  • Reporting and analytics SEO performance, search engine ranking, traffic status reports
   Search Engine Marketing (SEM/PPC)
  • Media planning and Full-Funnel Campaign Strategy
  • Keyword research and competitor analysis (by geo-target, device, language, category)
  • Ad Copy and creative development
  • Account set up (i.e. Google Ads, Bing Ads), campaigns, budgeting and management
  • Ad targeting based on demographics, geography, language, content/search network
  • Campaign and landing page optimization
  • Reporting, performance review and recommendations
   Social Media Marketing (SMM/SMO)
  • Facebook advertising and user engagement activities (posts, events, polls etc.)
  • Social networking profile creation and optimization (Facebook, Twitter, Pinterest, LinkedIn, etc.)
  • Social bookmarking
  • Video optimization (YouTube)
  • Content sharing optimization
  • Community advertising
  • SMM reports and analysis
   Web Analytics
  • Web analytics account set up and page tagging (Google Analytics, Adobe Site Catalyst and Web Trends)
  • Set up goals and funnels
  • Track sub-domains and multiple domains
  • Campaign tracking, conversion events and analysis
  • Keyword analysis
  • Measure user interactions and analysis
  • Advanced segments and custom reports
  • Review and recommendation (compare historical data, identify trends etc.)



  • Customized reporting services (daily, weekly, monthly, etc.)
  • Display, search, email and social media reports
  • Report consolidation from 3rd party ad serving tools, Google AdWords, Bing, Google Analytics and other client proprietary tools
  • Reporting and dashboard automation
  • Excel/Access VBA/Macros
  • Reporting template development
  • Business dashboard development using Excel and automated KPI management/alerts
  • API integration with Google-DoubleClick Platforms, CRM, billing systems etc.
  • Development of reporting portals using PHP, MySQL and other open source technologies
  • Desktop tool development using Microsoft and open source technologies
  • ETL development for data gathering, cleansing and integration
  • Data warehousing and business intelligence (BI)
  • Advanced analytics Statistical analysis and modelling (EDA, regression, hypothesis testing, time series, conjoint analysis, RFM modelling, forecasting)
  • Tools used: Base SAS, Macros, SAS SQL, SAS Graph, SAS STAT and more
  • Full-service conceptualization, banner ad design and development
  • Creative strategy
  • Static and animated banners
  • Banner ad resizing and size optimization
  • PSD to HTML
  • Mobile and tablet creative development
  • HTML5 development and creative build capabilities
  • Web graphics and optimization techniques
  • Proficiency in all Rich Media platforms
  • Quality Assurance (QA) and testing
  • Preview staging link
  • Agency quality design capabilities

   Other Creative Services

  • Infographics
  • Ad mailers
  • Landing pages – Desktop and Mobile
  • Brand identity
  • Print media
Programmatic Marketing
  • Programmatic media buying using DSPs, SSPs and DMPs
  • Managing marketing campaigns on programmatic platforms such as DSPs, mobile app install platforms and ad networks
  • Right dimension selection based on content of the product, popularity and availability of ad slots, choosing right creative design from the package and creative performance report
  • Selection of DSPs based on the availability of relevant audience
  • Setting up campaigns with different pricing models, site list targeting, white listing or blacklisting of sites and demographic targeting of campaigns
  • Test and troubleshoot the creative to ensure compliance and proper tracking
  • Use of effective campaign optimization techniques
  • Systematically design, implement and document effective campaign management strategies
  • Monitor campaign delivery, manage bids and optimize performance
  • Troubleshoot targeting and traffic issues and reconcile discrepancies

             Generate campaign, creative and site performance reports

  • Banner and Rich Media ad trafficking using industry standard ad serving tools as well as tools proprietary to individual publishers, ad networks and agencies
  • Mobile ad trafficking using mobile ad serving tools for advertisers, publishers and mobile ad networks
  • Video ad trafficking (in-banner and in-stream video ads) using video ad serving tools for publishers, advertisers and video ad networks
  • Media planning and sales management tools such as DSM, Solbright, Salesforce, etc.
  • Campaign review and creative testing
  • Inventory management and forecasting
  • Quality assurance (QA)
  • Screenshots
  • Campaign reporting and analysis
  • Monthly billing and revenue reports
  • Ad server migration
  • Ad exchange and RTB
  • Campaign management and optimization
  • Site tagging, support and troubleshooting
  • Conversion/spotlight tagging
  • Video encoding
  • Product training
  • Programmatic buying