Cookie Deprecation

The phasing out of third-party cookies by web browsers, impacting digital advertising and tracking capabilities.

Definition

Cookie deprecation refers to the elimination of third-party cookies from major web browsers like Chrome, Safari, and Firefox. Third-party cookies have historically been used for cross-site tracking, ad targeting, and retargeting. As browsers remove this capability for privacy reasons, marketers must find alternative methods for identity resolution and audience targeting.

Why It Matters

Third-party cookie deprecation fundamentally changes digital marketing. Retargeting becomes less effective, attribution gets harder, and audience targeting loses precision. Companies that rely heavily on cookie-based advertising need to pivot to first-party data strategies and alternative identification methods.

Examples

Safari's Intelligent Tracking Prevention blocking third-party cookies
Google Chrome's planned third-party cookie phase-out
Firefox Enhanced Tracking Protection

How Bullseye Helps

Bullseye's identification works independently of third-party cookies. Our identity resolution is based on deterministic matching, not cookie tracking—meaning you can identify visitors even in a cookieless world. This future-proofs your lead generation.

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