Google keeps third-party data: what it means for you
Written by Jamie Schelling
Digital Marketing & AI Automation
In early 2024, Google announced that the phase-out of third-party cookies had been postponed again, until 2025. It has since become clear that the course has changed. Google is not abandoning third-party data at all. Instead, it is introducing a new choice-based model in which users must give explicit consent for tracking.
This twist raises important questions about privacy, regulation and the future of data-driven marketing. At BE Digital, we see it not just as a technical change, but above all as a strategic moment for brands to re-evaluate their data structure.
What is third-party data and why is it controversial?
Third-party data is information collected by an external party, often with no direct relationship with the user, through cookies among other things. Advertisers use this data to analyse behaviour and serve targeted ads.
Although this approach was the standard for a long time, growing awareness of online privacy has led to a more critical view of how it is used.
Regulations such as the GDPR require users to give explicit consent before their personal data is stored. Browsers such as Safari and Firefox were already blocking third-party cookies.
Where Google previously said it would stop using third-party cookies by 2025 at the latest, the company has now announced that cookies will remain in Chrome. Instead of a full phase-out, there will be a new system in which users can manage their preferences per site.
This choice seems inspired by Apple's approach: more control for the user, but with room for personalised content if desired. In doing so, Google puts the responsibility back on the consumer, while at the same time meeting the interests of advertisers.
What exactly has Google decided?
Why this change of course?
The change does not come out of the blue. There was a lot of resistance to Google's plans within the advertising world. Advertisers feared a loss of effectiveness and measurability.
In addition, the intended alternative, the Privacy Sandbox, still faces too many technical challenges and limited adoption. Although Google continues to invest in this platform, it is proving not to be a full replacement in the short term.
Laws and regulations also play a major role. Google is overseen by bodies including the UK's CMA and has to be able to demonstrate that new tracking methods comply with privacy legislation.
Consequences for digital marketing and advertising strategies
The continuation of third-party data means stability for performance marketers in the short term. Campaigns can keep running as usual, conversion tracking remains reliable and targeting stays detailed.
Even so, it is not a free pass for the long term. Users still have to give consent, and public opinion on privacy keeps shifting. A strategy that relies purely on third-party cookies is vulnerable.
First-party data : the way to become less dependent on Google
The best way to stay future-proof is to invest in first-party data. That means collecting data yourself, for example via your website, app or email interactions.
With techniques such as server-side tagging, you can manage this data yourself, secure it better and use it more precisely for personalisation and targeting. First-party data is also more reliable and more valuable, because it comes directly from your target audience. But what counts as first-party data? Think of:
- Data entered via contact or sign-up forms
- Email addresses and preferences of newsletter subscribers
- Behaviour on your website or in your app (such as click and purchase behaviour)
- Purchase history and order data
- User preferences and settings in customer portals
- Customer feedback via surveys, support requests or reviews
How to handle third-party data strategically in 2025
At BE Digital, we advise brands to see third-party data as temporary support, not a foundation. The coming period leaves room to build a solid data strategy in which you:
- Communicate transparently about data use
- Actively offer value in exchange for data (think exclusive content or personalised recommendations)
- Invest in your own data sources, tools and platform independence
That way you not only build more trust with your users, but also create a sustainable, future-focused marketing structure.
Turn third-party data into an opportunity, not a dependency
Google backtracking on the phase-out of third-party cookies shows how complex and sensitive the data landscape is. Marketers and brands get a delay, but not a reprieve from the need to adapt their data policy.
Google's decision underlines the importance of flexibility in your data strategy. Those who invest now in strengthening their own data network will be in a stronger position in 2025, whichever way Google ultimately goes. Want to be well prepared? Request a no-obligation BE Digital Scan and we'll take a close look at the optimisations for your digital operations.