Google has confirmed it will no longer phase out third-party cookies in Chrome in 2024 but despite the change marketers are still being urged to pursue other ways of targeting and measuring. Brands now have extra time to prepare and explore alternatives but it is expected that they will eventually go away.

For years, placing cookies on a visitor’s computer gave companies an easy way to not only customize a visitor’s website experience but also deliver highly targeted ads on third-party websites Responding to increased regulation and privacy concerns, Google had planned to deprecate third party cookies in the middle of this year. With Chrome’s 67% of the global browser market, that would have dramatically impacted advertising.

Even if and when third party cookies are phased out, not everything will change. Companies will still own their website audiences. Our SharpSpring, HubSpot and Marketo users will continue to be able to capture page visits and click-throughs on the individual level. This provides a great way to segment audiences, creating lists for email campaigns and to customize your website with dynamic content.