Google’s reversal on eliminating third-party cookies in Chrome isn’t exactly breaking news – but cookies remain a less effective way to truly connect with audiences. So, it is the perfect moment to explore how smart marketers are gaining an edge by leaning into first-party data and contextual targeting.

In this post, we’ll break down what really happened, what it means for your brand, and how to sharpen your ad strategy to stay competitive in a shifting landscape.

So, what happened?

Google first announced its plan to phase out third-party cookies in Chrome back in 2020, citing a commitment to enhancing user privacy and creating a more privacy-conscious web. However, the timeline faced multiple delays. Then in May 2023, Google declared it was moving full steam ahead, with plans to begin phasing out cookies in January 2024. Marketers everywhere braced for impact, diving into strategy sessions to prepare for a cookieless future.

Step one in Google’s rollout involved disabling third-party cookies for 1% of Chrome users worldwide – around 30 million people – to support real-world testing. The goal: ramp up to 100% deprecation by the end of 2024.

But in April 2024, the UK’s Competition and Markets Authority (CMA) stepped in, requesting a pause. With Chrome holding a 64% global market share, the potential impact was massive. Amid mounting concerns over Google’s proposed cookie alternatives and the broader industry readiness, Google reversed its decision after more than four years of planning and delays.

Marketers, exhausted from revising their cookieless strategies (version #163, anyone?), finally hit “save” one last time – tucking their plans away, hoping never to need them again. With emotions parked, attention turned back to what really matters: refining audience-engagement strategy, maximizing performance, and staying ahead in a still-evolving digital landscape.

Google Flip-Flops – But First-Party Data Remains the Cornerstone of a Resilient Strategy

The goal remains – to identify and influence the buying group that matters. So, the real question is: what strategies are helping marketers stretch their budgets further and stay ahead?

One powerful solution is first-party data.

Let’s keep it simple – first-party data is the information a content publisher gathers directly from its audience as they interact with its platforms. It includes website visitors, social media followers, and existing customers, covering demographics, preferences, on-site behavior, purchase history, and feedback – making it both highly relevant and unique.

So, every business with an online presence has their own 1st party data. This data is typically gathered through tracking pixels on websites, social platforms, or products, and stored in a CRM or customer data platform (CDP).

But not all first-party data is created equal. To be truly valuable, it must be accurate, relevant, actionable, and privacy-compliant – a level of quality not every provider can guarantee.

Gaining customer data and consent is no easy feat, either. With growing awareness and concern around data privacy, PrivacyEngine found that 81% of users believe the risks of sharing data outweigh the potential benefits. Still, customers are willing to share personal information if they perceive a high-value return.

When captured and used effectively, first-party data becomes a powerful competitive advantage.

Why? Because it gives marketers the kind of insights that drive smarter, more efficient campaigns. Imagine knowing exactly what content topics, formats, and channels resonate with your audience – along with how engaged they’ve been in the last 90 days, and whether they match your ideal region, company size, or role.

With that level of clarity, you can execute with confidence, reduce wasted spend, and improve both conversion rates and pipeline impact.

In fact, brands leveraging first-party data see a 2.9x increase in revenue and 1.5x cost savings, according to CMSWire – a clear signal of its effectiveness.

But it’s not just about performance metrics. Marketers are also rethinking how ads fit into the overall customer experience, ensuring relevance and value at every touchpoint.

Right Place, Right Time: The Power of Context in Advertising

Meeting Buyers Where They Are – Digitally

In a physical store, meeting buyers where they are is simple. But in the digital world – with countless platforms, channels, and formats – it’s far more complex.

Each advertising tactic has its strengths, but one continues to stand out: contextual advertising.

Unlike data-targeted ads, which rely on previously captured user information, contextual advertising aligns ads to the content of the page that users sought out. It matches your message to the moment – showing cookware ads on a recipe blog, for example – making the ad feel natural, non-intrusive and informative.

This alignment pays off. Research shows that consumers are significantly more receptive to ads that match the content they’re engaging in. They’re in the right frame of mind, making the message feel more relevant, trusted, and less promotional. The result? A smoother user experience and stronger brand connection.

Performance-wise, the numbers speak volumes: contextual ads are 93% more memorable than mismatched ads (ExchangeWire), and 32% of consumers are more likely to act on contextually aligned ads (Seedtag).

In today’s privacy-first world, contextual advertising isn’t just compliant – it’s a smarter, more cost-efficient way to drive engagement, boost recall, and build trust with your audience.

Smarter Strategies, Stronger Results

Google may have made a major U-turn by reversing its decision to phase out third-party cookies in Chrome – leaving marketers understandably frustrated after years of planning. But those hours spent analyzing alternative strategies haven’t been wasted. In fact, they’ve laid the groundwork for smarter, more resilient approaches.

Now is the time to turn that pivot into a positive milestone. Here’s how:

1. Reassess and Refine Campaign Performance

Take a fresh look at your existing campaigns.

• What does success actually look like for your business?
• Are your current efforts truly delivering, or is there untapped potential?

It’s never too late to test new formats, re-evaluate messaging, or shift tactics. Revisit how you’re measuring ROI – are you focused on metrics that matter to your stakeholders, or just surface-level stats?

To make advertising a strategic growth driver – not just a “nice to have” – focus on metrics that reflect real impact across the entire funnel.

2. Maximize the Value of First-Party Data

First-party data – whether yours or that of a partner – is one of your most powerful assets.

• Make sure your owned channels – websites, content, and outreach – offer engaging experiences that encourage users to act. This not only improves conversions but strengthens the quality of the data you collect.
• Work with original content publishers and benefit from their powerful first-party data. This allows you to deliver high-impact campaigns built around buyer intelligence.

Work with partners who take data seriously. Ask your ad providers about their approach to first-party data collection and compliance. Look for transparency, consent-first models, and enriched user insights – not just volume.

Key questions to ask providers:

• How is consent managed?
• What systems are in place to verify data accuracy and relevance?
• How frequently is data refreshed or validated?

3. Prioritize the Customer Experience

Put yourself in your buyer’s shoes.

• Would your ad stand out against a competitor’s?
• Is it helpful, relevant, and well-placed – or disruptive and forgettable?

One effective strategy is partnering directly with original content publishers. These environments offer accurate topic alignment, trusted editorial standards, and a more natural context for your ads. Deliver what your audience wants – authentic engagement with tangible, decision-making value. When done right, this boosts both engagement and brand perception.

The Bottom Line

Don’t treat Google’s decision as a reprieve. Now is not the time to sit still. It’s the time to ask smart questions, challenge assumptions, and work with partners who are just as invested in your success.

“Audiences are more selective about where they provide their data. So, while third-party cookies remain – for now – advertisers should focus on channels where users willingly share their data in exchange for meaningful content. Going directly to publishers not only places your brand in trusted environments but also unlocks contextually relevant placements that consistently outperform industry benchmarks. Building trust through transparency and relevance is where the real competitive edge lies.” – Jane Qin Medeiros, Head of Informa TechTarget’s Brand and Content Group

Learn about TechTarget’s first-party advertising and intent solutions today.