How to Win at Advertising in 2025 Without Cookies?

Are your ads struggling to reach the right audience as cookies fade into obscurity?

Is your marketing strategy prepared for a world without tracking cookies?

With modern browsers blocking tracking cookies by default, the backbone of digital advertising is rapidly crumbling. 

Safari, Firefox, and Edge already reject cookies outright, and Chrome, which dominates browser usage, is expected to follow suit. 

Together, these platforms account for 94% of browser activity, making cookie-reliant strategies a thing of the past.

It’s not just technology driving this change. Consumers are more privacy-conscious than ever. 

Consumers are saying no to tracking, too. Millions use ad blockers, and nearly half of internet users reject cookies outright.

We’re entering a cookieless era. For marketers, it’s adapt or fall behind. 

Cookieless advertising and privacy-first tracking are no longer optional. 

They’re the key to thriving in an increasingly competitive and privacy-driven marketplace. 

The question is: will your business adapt to the cookieless future, or be left behind? 

Well, worry not, because in this article, we will help you understand how you can win at advertising without cookies in 2025. 

Let’s get into it:

What are cookies?

Cookies are small pieces of data stored on a user’s device that contain information, about their interactions with websites.

Cookies are used for various purposes, such as:

• Tracking user behavior for analytics.
• Session data management.
• Personalization and authentication.
• Tracking users across different websites for targeted advertising.

There are two main types of cookies: first-party and third-party cookies.

First-party cookies

First-party cookies are set by the website the user is currently visiting.

They are usually used to enhance user interactions with websites. For one, they help maintain sessions and remember login credentials, preferences, and shopping cart items. They also assist in the personalization of content and advertising based on browsing history and interests and collect analytics data for website improvement.

Some first-party cookies provide essential functionalities on a website and aren’t considered invasive.

Third-party cookies

Third-party cookies are created by domains other than the one that the user is visiting.

Third-party cookies gain access to your visitors’ browsers through external services embedded in your site, such as:

• An embedded YouTube video.
• A social media widget.
• An ad widget from an ad display network.

Third-party cookies are used for cross-site tracking, retargeting, and serving curated ads to users via ad platforms or social media based on browsing history and other online behavior across different websites.

The Death of Third-Party Cookies

End of an era

The phase-out of third-party cookies has been years in the making, but it’s now a reality. 

Major browsers like Safari, Firefox, and Edge have already blocked third-party cookies by default, and Google Chrome, the last holdout, is following suit. 

This marks the end of an era where advertisers could track users across different websites using these small data files.

The immediate aftermath of this shift has left many marketers scrambling to adapt.

For years, third-party cookies were the go-to for tracking, retargeting, and personalizing ads. 

Now, without this crucial tool, businesses are reassessing how to gather and use consumer data while respecting privacy.

In response, brands have pivoted toward first-party data strategies. Unlike third-party data, first-party data is gathered directly from users, through interactions like purchases, subscriptions, and social media engagement. 

Brands Pivoting to First-Party Data

First-party cookies are more valuable, reliable, and, importantly, privacy-compliant. By focusing on building direct relationships with customers, brands can still create personalized experiences without relying on invasive tracking methods.

Alongside this, privacy-first browsers and tools are gaining momentum. Browsers like Brave, which block ads and trackers by default, and privacy-focused search engines like DuckDuckGo, are becoming more popular. 

These tools give users more control over their data and encourage brands to rethink how they engage with audiences. The rise of these privacy-first platforms signals a significant cultural shift in how the digital ecosystem operates, one that puts privacy at the forefront, forcing advertisers to find new ways to reach users responsibly.

How Does Cookieless Targeting Work?

Cookieless targeting focuses on delivering relevant ads to users without relying on traditional third-party cookies. 

Instead, it uses privacy-first strategies and advanced technologies to ensure that advertisers can connect with the right audiences while respecting user privacy.

Via First-Party Data

First-party data lies at the heart of cookieless targeting.

This is information that users willingly share with a brand, through activities like signing up for newsletters, making purchases, or interacting on a website.

Since this valuable first-party data comes directly from user activities, it’s more accurate and privacy-compliant, offering brands a reliable foundation for targeting efforts and campaign goals.

Contextual Advertising

Contextual advertising is another critical component. It works by analyzing the content of a webpage and serving ads that align with that context. 

For instance, an ad for hiking gear might appear on a blog about outdoor adventures. Contextual targeting doesn’t track the user but instead focuses on their current interests, ensuring relevance without compromising online privacy.

Cohorts and Aggregated Data

Privacy-preserving technologies like Google’s Privacy Sandbox introduce cohort-based targeting, where users are grouped into larger, anonymized categories based on shared interests and consumer choices. 

Advertisers target these cohorts instead of individual users, maintaining personalization and consumer privacy while avoiding invasive tracking.

AI and Machine Learning

Artificial intelligence and machine learning (ML) are essential for cookieless targeting. These technologies can analyze large datasets, identify patterns, and predict user intent without directly storing personal information. 

For example, ML can optimize ad placement by understanding user behavior trends and matching them with relevant content.

Server-Side Tracking and APIs

Server-side tracking replaces traditional client-side cookies by processing data on the brand’s servers. This ensures greater control over data collection and enhances security. 

Similarly, APIs like Facebook’s Conversions API enable advertisers to track campaign performance and optimize targeting without using cookies.

The Cookieless Advantage

Cookieless targeting offers a way forward in the privacy-first era. 

By using first-party data, contextual advertising, and cutting-edge technologies, brands can maintain personalization and relevance while meeting the demands of privacy-conscious consumers.

Unlocking Zero-Party Data with GoAudience

What is Zero-Party Data?

Zero-party data is information that users willingly and proactively share with a brand. It includes preferences, interests, and intentions disclosed through surveys, quizzes, polls, or account preferences. 

Unlike first-party data, which is collected based on online behavior, zero-party data is explicitly provided, making it one of the most valuable and privacy-compliant forms of data available.

How GoAudience helps Zero-Party Data Collection

GoAudience enables brands and marketing teams to harness the power of zero-party data by streamlining data collection and analysis for continued growth. 

With GoAudience, users can:

• Segment Audiences Effectively: Use the platform’s analytics tools to segment zero-party data and create targeted campaigns that resonate with user intentions.
• Respect Privacy at Every Step: With privacy-first frameworks, GoAudience ensures compliance with regulations like GDPR and CCPA, building trust while gathering meaningful insights.

Tools and Techniques for Ethical Data Collection

Gathering zero-party data ethically requires transparency and value exchange. 

Here are some key techniques and innovative solutions:

1. Transparent Communication: Clearly explain why data is being collected and how it will benefit the user.
2. Value-Driven Incentives: Offer rewards like exclusive content, discounts, or personalized recommendations in exchange for user input.
3. Interactive Experiences: Use gamification elements like personality quizzes or preference selectors to make data sharing enjoyable.
4. Customization Options: Allow users to control what data they share and update their preferences at any time.

Brands Leading the Zero-Party Data Revolution

Several brands are setting the standard for creating opt-in experiences:

• Sephora: Through its Beauty Insider program, Sephora collects preferences about skin type, beauty concerns, and product interests, offering personalized recommendations and rewards in return.
• Netflix: By asking users to rate shows and movies, Netflix gathers zero-party data to tailor content suggestions that keep viewers engaged.
• ASOS: This fashion retailer uses interactive style quizzes to gather insights into user preferences, enabling hyper-personalized shopping experiences.

The Future of Marketing with Zero-Party Data

As privacy regulations tighten and consumers demand greater control over their information, zero-party data will become a cornerstone of modern marketing strategies. 

Tools like GoAudience help brands gather this data ethically and effectively, paving the way for personalized, privacy-first experiences that users love and trust.

AI-Powered Predictive Targeting

Predictive targeting uses AI to analyze data and forecast user behavior, allowing advertisers to deliver personalized messages at the perfect time. 

It enhances personalization, optimizes budgets, and scales campaigns with precision.

Limitations and the Importance of Ethical AI

While powerful, predictive targeting has its challenges:

Bias in Algorithms: AI can reflect existing biases, leading to unfair targeting.

Over-Personalization: Ads can feel intrusive if too tailored.

Privacy Concerns: Misuse of data can damage trust and breach regulations.

To navigate these, brands need ethical AI, transparent, bias-free, and privacy-conscious systems that respect user trust.

However, many brands have already started using AI-powered predictive targeting to achieve impressive results in online advertising:

• Spotify: Curated playlists keep users engaged with AI-powered recommendations.
• Amazon: Smart product suggestions drive repeat sales and user satisfaction.
• Coca-Cola: Hyper-targeted marketing campaigns connect with specific audiences effectively.

With responsible use, predictive targeting bridges the gap between smarter ads and user trust. It’s not just about conversions, it’s about creating relevant, meaningful experiences.

What This Means for Advertisers in 2025

Focus on First-Party and Zero-Party Data

Build systems to collect data directly from users through loyalty programs, surveys, and interactive tools.

Invest in AI and Contextual Targeting

Use AI-driven tools and contextual targeting platforms like GoAudience to create relevant, privacy-friendly campaigns.

Put Transparency First 

Be clear about why you collect data and how it benefits potential customers. Trust is your best long-term strategy.

Tracking and collecting third-party data is now old school. In today’s competitive market, it’s about earning trust, working smarter with data, and staying relevant without crossing privacy lines. Its time to adapt to cookie alternatives, and 2025 will be full of opportunities.

Cookieless Advertising with GoAudience

GoAudience makes cookieless advertising easy with its powerful zero-party data collection tools and the innovative Audience Radar feature. 

With GoAudience, you can:

• Build trust by gathering opt-in data directly from users.
• Use Audience Radar to segment and target your audience with precision based on their preferences and behaviors.
• Create hyper-relevant campaigns while staying fully compliant with privacy standards.

If you really want to stand out in advertising campaigns by following cookieless targeting, you should future-proof your marketing with GoAudience, where privacy meets personalization.

Frequently Asked Questions

What is cookieless advertising? 

Cookieless advertising refers to targeting and tracking users without relying on cookies, traditionally used to collect data on website visitors. Instead, marketers use first-party and zero-party data to personalize campaigns while respecting user privacy.

GoAudience provides tools for collecting zero-party data: data that active users willingly share, like preferences and interests, through interactive surveys, quizzes, and forms. This helps create personalized campaigns without tracking cookies.

How advertising works without cookies? 

Rather than tracking users through their browser, you track them directly through your server or Google's server. Server-side tracking lets you collect more data without using cookies. It also means your data is more accurate, since server-side tracking avoids discrepancies that an ad blocker can cause.

What is cookieless tracking? 

Cookieless data collection gathers user data and insights without using website cookies (data trackers that contain personal identifiers) either because the user rejects them or because they are not permitted. This method is growing given multiple tracking restrictions and privacy regulations.

Why is zero-party data important for advertisers? 

Zero-party data is information that users willingly provide, making it a trustworthy and privacy-compliant way to understand their preferences. It's crucial for building personalized, meaningful advertising strategy in a cookieless world. 

When done transparently and with user consent, zero-party data collection is ethical. GoAudience focuses on helping you build opt-in experiences that respect user privacy, ensuring compliance with regulations like GDPR and CCPA.

Why is Google moving away from cookies? 

Google isn't ditching cookies completely, but they’re introducing alternatives to keep up with privacy laws like GDPR and CCPA and address user concerns about being tracked online.

Their aim is to create a safer, more privacy-conscious web while still providing advertisers with effective ways to reach their niche audience through tools like the Privacy Sandbox.