How to Properly Manage Third-Party Cookies & The Cookieless Future
Privacy regulations for the web are quickly evolving– and third-party cookies are being phased out of all major browsers. 😱
As a result, businesses are facing new challenges in balancing effective marketing with user privacy. Navigating this shift requires not only a solid understanding of how to manage existing third-party cookies but also a forward-looking strategy to prepare for a cookieless future.
In this post, we’ll cover the essentials on this complex topic:
What are third-party cookies
A responsible cookie management strategy
An overview of Consent Management Platforms
Practical steps to set up a first-party data strategy that aligns with compliance, user trust, and prepares your company for the future without third-party cookies
Let's explore how to adapt to these changes and stay ahead in the world of digital tracking.
What are Third-Party Cookies?
Third-party cookies are small pieces of data (cookies) placed on a user's browser by a domain other than the one the user is visiting (hence, third-party). Often used for tracking user behavior across different sites or platforms, third-party cookies help businesses understand browsing patterns, target ads, and personalize experiences. These cookies are created from scripts that have been added to your website from third-party services. Common services that utilize third-party cookies include:
Ad Networks (e.g., Google Ads, Facebook Ads, DoubleClick): These platforms track user behavior across various sites to deliver targeted ads based on interests and browsing history.
Social Media Plugins (e.g., Facebook Like button, Twitter Share button): These plugins place cookies on users’ browsers, allowing social media platforms to track interactions and user journeys across sites that include these buttons.
Analytics Tools (e.g., Google Analytics, Adobe Analytics): While primarily used to collect site performance data, some analytics tools can track users across multiple sites, especially if they’re linked to a user’s account or other third-party services.
Affiliate Marketing Networks (e.g., Amazon Associates, Commission Junction): Affiliate programs use cookies to track referrals from other sites, enabling commission payments when users make purchases after being redirected from a partner site.
Retargeting Services (e.g., AdRoll, Criteo): These services use cookies to retarget users with ads for products they viewed on previous sites, aiming to boost conversions by reminding users of items they showed interest in.
These third-party cookies have traditionally helped businesses create highly personalized and data-driven marketing strategies, but they are now facing increased scrutiny and restrictions due to privacy regulations and browser changes. With third-party cookies being phased out by major browsers, it's crucial to understand both how to manage them and what’s next in digital tracking.
Managing Third-Party Cookies
For years, third-party cookies have been used to track user behavior across multiple websites (in many cases, without permission) but evolving privacy laws such as GDPR now require stricter management. The analytics services that take advantage of these third-party cookies need to be handled carefully, and only loaded to the browser upon the user providing consent. Explicit user consent is a must, and websites must clearly communicate how they handle cookies to stay compliant. For healthcare and other sensitive industries, prioritizing user privacy is even more important.
At Inveniv, we recommend utilizing a Consent Management Platform (CMP) to control the loading of third-party cookies on your website.
What is a CMP?
A Consent Management Platform is a tool or service that allows websites to obtain explicit permission from users before loading certain cookies or tracking scripts. It ensures compliance with privacy laws like GDPR by giving users control over their personal data.
A typical CMP includes the following:
Consent Banner or Popup: When a user first visits the website, a banner or popup appears, informing them about the use of cookies and tracking technologies. This includes a brief description of cookie types and their purposes.
Options for Consent: Users are often given the choice to accept all cookies, decline non-essential ones, or customize their preferences for different types of cookies (e.g., strictly necessary, functional, performance, and advertising cookies).
Granular Control: For more robust consent management, users can select specific types of cookies or toggle permissions individually, allowing for a more customized consent experience.
Documentation of Consent: A compliant consent platform stores users' choices, timestamping when consent was given, modified, or withdrawn. This log is helpful for regulatory compliance and user transparency.
Easy Access to Modify Consent: A compliant solution includes an option (e.g., in the website footer or settings) where users can revisit and adjust their consent choices later.
Loading of Third-Party Scripts Categorically Based on User Consent:
This last feature, but certainly not least, involves utilizing the CMP or a custom script loader (with access to the user’s CMP preferences) to selectively load third-party scripts based on the specific categories of consent a user has provided. When users interact with the consent banner and select their preferences, this script ensures that only the relevant third-party services are loaded within the browser according to those choices.
For example, if a user consents only to “necessary” and “functional” cookies but declines “advertising” and “analytics” cookies, the tool will block any tracking or marketing scripts that fall outside the accepted categories. This ensures a tailored experience aligned with the user’s privacy preferences, helping businesses stay compliant and build user trust.
How It Works:
Consent Detection: The CMP monitors the user's consent selections and categorizes them.
Script Activation: Scripts are assigned categories (e.g., essential, functional, analytics, advertising) and will only load if the user has opted into that category.
Dynamic Script Blocking: Based on real-time consent status, the CMP or custom script dynamically blocks or activates third-party scripts within the user’s browser, ensuring that only authorized tracking and data collection occur.
This approach helps businesses maintain granular control over third-party data collection, fostering transparency and respecting user privacy.
For websites built on HubSpot, Content Hub automatically includes a fully compliant CMP in the form of the cookie consent banner API. HubSpot’s documentation includes a detailed solution for how to block Third-Party cookies manually, illustrating the “dynamic script blocking” solution described above. For other website platforms, Inveniv recommends researching and choosing one of the many popular CMPs that will best suit your business needs: potentially OneTrust, TrustArc, Cookiebot, or Usercentrics, among others.
Preparing for a Cookieless Future
While third-party cookies are still at play, they won’t be around much longer. Browsers like Chrome, Safari, Firefox, and Edge are all preparing to end support for third-party cookies. Businesses need to pivot to alternative strategies to maintain robust analytics and marketing capabilities.
How to prepare:
Shift to First-Party Data: Start building direct relationships with users by gathering first-party data, which is less invasive and more reliable.
Leverage Google Analytics 4: GA4 is designed for a cookieless world, utilizing machine learning to provide insights even as data gaps grow.
Prioritize User Consent: Ensure that all data collection aligns with GDPR and other regulations by obtaining explicit consent and providing transparent policies.
Setting Up First-Party Data
As third-party cookies are phased out, first-party data has become an essential tool for businesses to gather insights and build direct relationships with their audiences. First-party data refers to information collected directly from users through your website, apps, or other owned channels, and is considered more reliable and privacy-compliant.
Here’s how to set up a solid first-party data strategy:
Optimize Data Collection Points: Identify touchpoints where users engage with your brand, such as sign-up forms, newsletter subscriptions, surveys, and account registrations. These points provide opportunities to collect valuable first-party data like email addresses, preferences, and behavioral insights.
Invest in a CRM System: Use a Customer Relationship Management (CRM) system, like HubSpot or Salesforce, to organize and manage first-party data effectively. A CRM system centralizes data collected from multiple sources, allowing you to create a unified view of each customer and streamline data management.
Encourage User Engagement: Create engaging, value-driven content that encourages users to interact with your brand, whether through loyalty programs, exclusive content, or rewards for account sign-ups. The more users engage, the more data you can gather to improve personalization and customer experience.
Ensure Transparent Communication: Be upfront with users about what data you’re collecting, why you’re collecting it, and how it benefits them. Transparency not only builds trust but also increases the likelihood of users willingly sharing their information.
Respect User Preferences: With tools that allow users to manage their data and privacy preferences, ensure they can easily opt in or out of data collection at any time. Maintaining user control over their data builds trust and helps with compliance.
As we move toward a future without third-party cookies, businesses must adapt by prioritizing user privacy, transparency, and innovative data strategies. Managing cookies on your website responsibly and shifting to first-party data collection allows organizations to maintain effective marketing while respecting users’ privacy preferences. By setting up a strong first-party data strategy and staying up to date with privacy regulations, businesses can continue to deliver personalized, data-driven experiences without compromising compliance. Embracing these best practices will position your business for long-term success in a digital landscape that values trust and user consent.
