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There are two types of creators.
Those who anxiously search everything they can about the death of third-party cookies.
And those who aren’t quite sure what third-party cookies are and why they matter in the first place.
Whichever camp you’re in, one thing’s certain: you can’t ignore the end of third-party cookies, and eventually, your marketing strategy will need to shift (and that’s not a bad thing).
But how big of a shift are we talking about? And how much time do you have to prepare?
We’re here to help explain everything you need to know.
What are third-party cookies?
Third-party cookies are pieces of code that follow you around as you surf the web and use apps.
They’re often created by domains that differ from the site the user is visiting and primarily monitor and track behavior to gather analytical information or show targeted advertisements.
For example, when you search for something in Google and suddenly see ads for the same items appearing on Facebook, that’s third-party cookies at work.
Examples of how creators use third-party cookies
Creators mainly use third-party cookies for affiliate marketing or to create targeted ad campaigns (like a series of Google search ads).
However, there are other ways you could use third-party cookies without knowing it:
- Embedding YouTube videos on your site
- Adding social login buttons to your site
- Placing Google Maps on your site
- Having display ads on your site
Why are third-party cookies being phased out?
Third-party cookies are being phased out in Google’s Chrome browser because of evolving privacy laws around the world.
Laws like Europe’s GDPR and California’s CCPA highlight people’s desire for greater privacy when browsing the web.
As a result, companies—like Google—want to implement privacy-led advertising and tracking policies.
So, when are third-party cookies going to end?
Other browsers—like Safari—have already blocked third-party cookies.
However, Google Chrome hasn’t blocked third-party cookies yet. But we’ll feel the biggest impact when they do because Chrome is the most used browser, with 65.90% of people choosing Chrome over other browsers.
Google plans to phase out third-party cookies for 1% of users in 2024 and for the remaining users in Q1 and part of Q2 of 2025.
By now, you’re probably wondering what’s replacing third-party cookies.
Google has other solutions in the works to replace third-party cookies, such as Privacy Sandbox, a solution to serve personal ads without third-party cookies, and FloC, technology that groups users based on similar interests.
These solutions aren’t the same as third-party cookies but may be suitable replacements.
However, a better strategy for your business to survive the death of third-party cookies is to turn to first-party cookies.
What are first-party cookies?
First-party cookies collect data on the site you’re visiting—like login information. However, unlike third-party cookies, they don’t track you after you leave a site.
Examples of when you’ve come across first-party cookies
- A website remembers your login information and/or language settings
- Items you left in a shopping cart are still there the next time you visit the site
How to prepare and switch to a first-party data strategy
Switching to a first-party data strategy will cushion your business against the death of third-party cookies.
Here are some tips:
1. Ensure compliance with your current use of third-party cookies
Third-party cookie consent managers—like Iubenda and Complianz—can help ensure you aren’t breaking any privacy laws.
These tools scan your website and block third-party cookies from firing before users give (or decline) consent. They may also identify plugins on your site that use third-party cookies so you can decide if you need to find new plugins.
2. Audit your creator business for third-party cookies
Next, review your business to see where you use third-party cookies, so you know which areas of your business will be affected. Here’s how:
- Check your website: Look into themes and plugins to see which site resources use third-party cookies and find replacements if necessary.
- Check tools you use in combination with your website: Look at business tools, like calendar tools, course platforms, or ad management services, to see which rely on third-party cookies. Consider switching to tools that don’t need third-party cookies to function properly.
- Update your legal documents: Make sure legal documents (like your Privacy Policy) outline how you handle data. Consult a lawyer or use tools like Iubenda and Complianz to create updated legal documents.
- Ask for help if you’re not sure: Reach out to tools that don’t disclose their use of third-party cookies for more information. Use this template:
Hi [Name],
I’ve been using [Tool] to power my business for # years now (and love it).
I’d like more information on whether [Tool] uses third-party cookies, and if so, how.
Could you point me in the right direction?
Best,
[Your Name]
3. Build an alternative cookie-free marketing strategy with Kit
The best way to protect your business against the removal of third-party cookies is to create a strategy that doesn’t rely on them in the first place.
Luckily, it’s easy to develop strategies that don’t need third-party cookies.
Develop a multichannel approach to draw in new subscribers
Diversifying your strategies prevents you from solely relying on one strategy. This way, the end of third-party cookies won’t send shockwaves through your business.
Here are tips to consider:
- Set up free or paid online communities: Share exclusive content (and get direct access to your audience) in online communities like Facebook groups, Circle, Mighty Networks, and Slack. Encourage group members to sign up for your email list.
- Repurpose content: Repurpose your content for different mediums to attract a wider audience. For example, turn a blog post into a podcast, several Instagram Reels, and a few Pinterest Pins to connect with audiences across a range of platforms.
- Double down on SEO: Optimize blog posts and landing pages for SEO so you can drive more traffic to these pages (and collect more first-party data).
- Create lead magnets: Create lead magnets your audience will be interested in and embed lead magnet opt-ins to your site. Then, add links to lead magnets in places like your social media bios to funnel followers to your list.
- Add clear calls-to-actions everywhere: Add newsletter signup CTAs on important website pages, blog posts, and social media platforms.
- Examine your current marketing strategy: Evaluate your marketing strategy and make sure every effort leads people to your email list. For example, encourage people to click on your blog posts and include opt-in forms on your blog post. Or send traffic to landing pages that contain email opt-in forms.
Interact with your audience and learn more about them
Developing a deep understanding of your audience will make it even easier to connect with them without third-party data.
Give these ideas a try:
- Learn more about your subscribers: Use tags and email segmentation to learn about subscribers’ likes, dislikes, and preferences. Then, send relevant emails to people based on their interests. Such as sales sequences for specific products.
- Automate email sequences based on subscribers’ behavior: Create relevant email sequences and automations based on your segments. For example, create specialized welcome sequences based on which lead magnet someone signed up for. Or create a specific sales sequence for products based on specific segment interests.
- Ask questions to subscribers: Write newsletters that open two-way communication with subscribers. Ask questions (like what they struggle with) and encourage them to reply. Keep track of their answers in a spreadsheet to identify common themes. (Bonus: Uncovering themes can often trigger new product ideas!)
- Analyze your email marketing metrics regularly: Review your email marketing numbers (like open rate) to see what you’re doing well and where you should improve.
Delight your email subscribers
Turn subscribers into recurring customers and brand advocates with these two tips:
- Ask for feedback via email surveys: Use email surveys to collect subscriber feedback. Use that feedback to adjust your email marketing strategy and create better content/products that serve your audience.
- Turn your audience into ambassadors: Turn your newsletter into a referral generator and ask your audience to share your content. Sweeten the deal by giving referrers an incentive to encourage them to share your content even more.
Double down on newsletter marketing
Your newsletter lets you directly contact your audience—something that is nearly impossible through social media and other platforms.
Here’s how to make the most of your newsletter marketing.
Connect with creators on the Creator Network and cross-promote each other
The Creator Network puts you in touch with other creators so you can recommend their newsletters, and they can recommend yours (and, in turn, grow your newsletter faster).
To get started, click the “Grow” tab and click “Creator Profile.”
Kit will prompt you through a series of steps to create your Creator Profile. Like filling out your bio, choosing your topics, and selecting which creators you’d like to recommend to your audience.
When your profile is created, you’ll be added to the Creator Network, where other creators can discover you and promote you to their lists.
You can also personally contact other creators and ask if they’d like to partner with you to recommend one another’s lists.
Pay creators to recommend your newsletter
Paid Recommendations can fill your list with relevant subscribers by paying other creators who send referrals your way.
To start, book a call with our SparkLoop team. They’ll help you set up your SparkLoop integration.
After setup, set your budget (minimum of $2,000 per month) and choose which types of subscribers you’d like to attract based on:
- Age demographic
- Geolocation
- Interests
- Engagement criteria
When your campaign is set, you can track who sends you the most engaged subscribers so you know which creators to continue working with.
Place newsletter ads in other creators’ emails with audiences similar to yours
The death of third-party cookies means you may lose the ability for website ads with high RPMs.
But that doesn’t mean you need to lose any income in the process.
Newsletter ads are a suitable strategy alongside web ads because they’re highly targeted and keep subscribers happy with a privacy-led strategy. They use hashed emails rather than third-party cookies, so you can still earn passive income through ads without sacrificing user privacy.
Sustainable growth through first-party data with Kit
The end of third-party cookies gives you a rare opportunity to redefine your marketing strategy and make it even more resilient and reliable.
Kit is ready to help you grow your email list and learn more about your audience so you can feel calm, collected, and in control when third-party cookies are ultimately retired.
