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<p>There are two types of creators.</p>
<p>Those who anxiously search everything they can about the death of third-party cookies.</p>
<p>And those who aren’t quite sure what third-party cookies are and why they matter in the first place.</p>
<p>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).</p>
<p>But how big of a shift are we talking about? And how much time do you have to prepare?</p>
<p>We’re here to help explain everything you need to know.</p>
<h2 id="chapter-1">What are third-party cookies?</h2>
<p>Third-party cookies are pieces of code that follow you around as you surf the web and use apps.</p>
<p>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.</p>
<p>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.</p>
<h3>Examples of how creators use third-party cookies</h3>
<p>Creators mainly use <a href="https://kit.com/resources/blog/affiliate-third-party-cookies-phase-out" target="_blank" rel="noopener">third-party cookies for affiliate marketing</a> or to create targeted ad campaigns (like a series of Google search ads).</p>
<p>However, there are other ways you could use third-party cookies without knowing it:</p>
<ul>
<li>Embedding YouTube videos on your site</li>
<li>Adding social login buttons to your site</li>
<li>Placing Google Maps on your site</li>
<li>Having display ads on your site</li>
</ul>
<h2 id="chapter-2">Why are third-party cookies being phased out?</h2>
<p>Third-party cookies are being phased out in Google’s Chrome browser because of evolving privacy laws around the world.</p>
<p>Laws like <a href="https://gdpr-info.eu/" target="_blank" rel="noopener">Europe’s GDPR</a> and <a href="https://oag.ca.gov/privacy/ccpa" target="_blank" rel="noopener">California’s CCPA</a> highlight people’s desire for greater privacy when browsing the web.</p>
<p>As a result, companies—like Google—want to implement privacy-led advertising and tracking policies.</p>
<p><strong>So, when are third-party cookies going to end?</strong></p>
<p>Other browsers—like Safari—have already blocked third-party cookies.</p>
<p>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 <a href="https://www.statista.com/statistics/543218/worldwide-internet-users-by-browser/" target="_blank" rel="noopener">65.90% of people</a> choosing Chrome over other browsers.</p>
<p>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.</p>
<div id="attachment_54627" class="wp-caption aligncenter"><img aria-describedby="caption-attachment-54627" class="wp-image-54627 size-full lazy" data-src="https://media.kit.com/post/death-third-party-cookies-01.jpg?fm=pjpg" alt="Google's timeline of the third-party cookie phase out by Q1 and Q2 in 2025" width="1600" height="641" srcset="https://media.kit.com/post/death-third-party-cookies-01.jpg?fit=scale&amp;fm=pjpg&amp;h=240&amp;w=600 600w, https://media.kit.com/post/death-third-party-cookies-01.jpg?fit=scale&amp;fm=pjpg&amp;h=410&amp;w=1024 1024w, https://media.kit.com/post/death-third-party-cookies-01.jpg?fit=scale&amp;fm=pjpg&amp;h=308&amp;w=768 768w, https://media.kit.com/post/death-third-party-cookies-01.jpg?fit=scale&amp;fm=pjpg&amp;h=615&amp;w=1536 1536w, https://media.kit.com/post/death-third-party-cookies-01.jpg?fit=scale&amp;fm=pjpg&amp;h=820&amp;w=2048 2048w, https://media.kit.com/post/death-third-party-cookies-01.jpg?fit=scale&amp;fm=pjpg&amp;h=236&amp;w=590 590w, https://media.kit.com/post/death-third-party-cookies-01.jpg?fit=scale&amp;fm=pjpg&amp;h=156&amp;w=390 390w, https://media.kit.com/post/death-third-party-cookies-01.jpg?fm=pjpg 1600w" sizes="(max-width: 1600px) 100vw, 1600px" /><p id="caption-attachment-54627" class="wp-caption-text"><a href="https://developers.google.com/privacy-sandbox/cookies" target="_blank" rel="noopener">Image via Google</a></p></div>
<p><strong>By now, you’re probably wondering what’s replacing third-party cookies.</strong></p>
<p>Google has other solutions in the works to replace third-party cookies, such as <a href="https://developers.google.com/privacy-sandbox" target="_blank" rel="noopener">Privacy Sandbox</a>, a solution to serve personal ads without third-party cookies, and <a href="https://blog.google/products/ads-commerce/2021-01-privacy-sandbox/" target="_blank" rel="noopener">FloC</a>, technology that groups users based on similar interests.</p>
<p>These solutions aren’t the same as third-party cookies but may be suitable replacements.</p>
<p>However, a better strategy for your business to survive the death of third-party cookies is to turn to first-party cookies.</p>
<h2 id="chapter-3">What are first-party cookies?</h2>
<p>First-party cookies collect data on the site you’re visiting—like login information. However, unlike third-party cookies, they don’t track you <em>after</em> you leave a site.</p>
<h3>Examples of when you’ve come across first-party cookies</h3>
<ul>
<li>A website remembers your login information and/or language settings</li>
<li>Items you left in a shopping cart are still there the next time you visit the site</li>
</ul>
<h2 id="chapter-4">How to prepare and switch to a first-party data strategy</h2>
<p>Switching to a first-party data strategy will cushion your business against the death of third-party cookies.</p>
<p>Here are some tips:</p>
<h3>1. Ensure compliance with your current use of third-party cookies</h3>
<p>Third-party cookie consent managers—like <a href="https://www.iubenda.com/en/" target="_blank" rel="noopener">Iubenda</a> and <a href="https://complianz.io/" target="_blank" rel="noopener">Complianz</a>—can help ensure you aren’t breaking any privacy laws.</p>
<p>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.</p>
<h3>2. Audit your creator business for third-party cookies</h3>
<p>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:</p>
<ul>
<li><strong>Check your website</strong>: Look into themes and plugins to see which site resources use third-party cookies and find replacements if necessary.</li>
<li><strong>Check tools you use in combination with your website</strong>: 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.</li>
<li><strong>Update your legal documents</strong>: 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.</li>
<li><strong>Ask for help if you’re not sure</strong>: Reach out to tools that don’t disclose their use of third-party cookies for more information. Use this template:</li>
</ul>
<blockquote class="blockquote-sm"><p>Hi [Name],</p>
<p>I’ve been using [Tool] to power my business for # years now (and love it).</p>
<p>I’d like more information on whether [Tool] uses third-party cookies, and if so, how.</p>
<p>Could you point me in the right direction?</p>
<p>Best,</p>
<p>[Your Name]</p></blockquote>
<h3>3. Build an alternative cookie-free marketing strategy with Kit</h3>
<p>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.</p>
<p>Luckily, it’s easy to develop strategies that don’t need third-party cookies.</p>
<h4>Develop a multichannel approach to draw in new subscribers</h4>
<p>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.</p>
<p>Here are tips to consider:</p>
<ul>
<li><strong>Set up free or paid online communities</strong>: Share exclusive content (and get direct access to your audience) in <a href="https://kit.com/resources/blog/online-community" target="_blank" rel="noopener">online communities</a> like Facebook groups, Circle, Mighty Networks, and Slack. Encourage group members to sign up for your email list.</li>
<li><strong>Repurpose content</strong>: 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.</li>
<li><strong>Double down on SEO</strong>: Optimize blog posts and <a href="https://kit.com/resources/blog/landing-page-seo" target="_blank" rel="noopener">landing pages for SEO</a> so you can drive more traffic to these pages (and collect more first-party data).</li>
<li><strong>Create lead magnets</strong>: Create <a href="https://kit.com/resources/blog/lead-magnets" target="_blank" rel="noopener">lead magnets</a> 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.</li>
<li><strong>Add clear calls-to-actions everywhere</strong>: Add <a href="https://kit.com/resources/blog/opt-in-form" target="_blank" rel="noopener">newsletter signup CTAs</a> on important website pages, blog posts, and social media platforms.</li>
<li><strong>Examine your current marketing strategy</strong>: 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.</li>
</ul>
<h4>Interact with your audience and learn more about them</h4>
<p>Developing a deep understanding of your audience will make it even easier to connect with them without third-party data.</p>
<p>Give these ideas a try:</p>
<ul>
<li><strong>Learn more about your subscribers</strong>: Use <a href="https://kit.com/resources/blog/email-tag-management" target="_blank" rel="noopener">tags</a> and <a href="https://kit.com/resources/blog/email-segmentation" target="_blank" rel="noopener">email segmentation</a> 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.</li>
<li><strong>Automate email sequences based on subscribers’ behavior</strong>: Create relevant email sequences and <a href="https://kit.com/resources/blog/email-marketing-automation-examples" target="_blank" rel="noopener">automations</a> 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.</li>
<li><strong>Ask questions to subscribers</strong>: <a href="https://kit.com/resources/blog/how-to-write-an-email" target="_blank" rel="noopener">Write newsletters</a> 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!)</li>
<li><strong>Analyze your email marketing metrics regularly</strong>: Review your <a href="https://kit.com/resources/blog/email-marketing-kpis" target="_blank" rel="noopener">email marketing numbers</a> (like open rate) to see what you’re doing well and where you should improve.</li>
</ul>
<h4>Delight your email subscribers</h4>
<p>Turn subscribers into recurring customers and brand advocates with these two tips:</p>
<ul>
<li><strong>Ask for feedback via email surveys</strong>: Use <a href="https://kit.com/resources/blog/surveys-grow-creator-business" target="_blank" rel="noopener">email surveys</a> to collect subscriber feedback. Use that feedback to adjust your email marketing strategy and create better content/products that serve your audience.</li>
<li><strong>Turn your audience into ambassadors</strong>: Turn your newsletter into a <a href="https://kit.com/resources/blog/newsletter-referral-program" target="_blank" rel="noopener">referral generator</a> 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.</li>
</ul>
<h4>Double down on newsletter marketing</h4>
<p>Your newsletter lets you directly contact your audience—something that is nearly impossible through social media and other platforms.</p>
<p>Here’s how to make the most of your newsletter marketing.</p>
<h5>Connect with creators on the Creator Network and cross-promote each other</h5>
<p>The <a href="https://creatornetwork.kit.com/" target="_blank" rel="noopener">Creator Network</a> puts you in touch with other creators so you can recommend their newsletters, and they can recommend yours (and, in turn, grow your newsletter <em>faster</em>).</p>
<p>To get started, click the “<strong>Grow</strong>” tab and click “<strong>Creator Profile</strong>.”</p>
<p><img class="aligncenter size-full wp-image-54628 lazy" data-src="https://media.kit.com/post/death-third-party-cookies-02.jpg?fm=pjpg" alt="" width="1600" height="689" srcset="https://media.kit.com/post/death-third-party-cookies-02.jpg?fit=scale&amp;fm=pjpg&amp;h=258&amp;w=600 600w, https://media.kit.com/post/death-third-party-cookies-02.jpg?fit=scale&amp;fm=pjpg&amp;h=441&amp;w=1024 1024w, https://media.kit.com/post/death-third-party-cookies-02.jpg?fit=scale&amp;fm=pjpg&amp;h=331&amp;w=768 768w, https://media.kit.com/post/death-third-party-cookies-02.jpg?fit=scale&amp;fm=pjpg&amp;h=661&amp;w=1536 1536w, https://media.kit.com/post/death-third-party-cookies-02.jpg?fit=scale&amp;fm=pjpg&amp;h=882&amp;w=2048 2048w, https://media.kit.com/post/death-third-party-cookies-02.jpg?fit=scale&amp;fm=pjpg&amp;h=254&amp;w=590 590w, https://media.kit.com/post/death-third-party-cookies-02.jpg?fit=scale&amp;fm=pjpg&amp;h=168&amp;w=390 390w, https://media.kit.com/post/death-third-party-cookies-02.jpg?fm=pjpg 1600w" sizes="(max-width: 1600px) 100vw, 1600px" /></p>
<p>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.</p>
<p>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.<br />
You can also personally contact other creators and ask if they’d like to partner with you to recommend one another’s lists.</p>
<h5>Pay creators to recommend your newsletter</h5>
<p><a href="https://kit.com/features/paid-recommendations" target="_blank" rel="noopener">Paid Recommendations</a> can fill your list with relevant subscribers by paying other creators who send referrals your way.</p>
<p>To start, <a href="https://sparkloop.app/creator-pro" target="_blank" rel="noopener">book a call</a> with our SparkLoop team. They’ll help you set up your SparkLoop integration.</p>
<p>After setup, set your budget (minimum of $2,000 per month) and choose which types of subscribers you’d like to attract based on:</p>
<ul>
<li>Age demographic</li>
<li>Geolocation</li>
<li>Interests</li>
<li>Engagement criteria</li>
</ul>
<p>When your campaign is set, you can track who sends you the most engaged subscribers so you know which creators to continue working with.</p>
<h5>Place newsletter ads in other creators’ emails with audiences similar to yours</h5>
<p>The death of third-party cookies means you may lose the ability for website ads with high RPMs.</p>
<p>But that doesn’t mean you need to lose any income in the process.</p>
<p><a href="https://kit.com/resources/blog/email-newsletter-advertising" target="_blank" rel="noopener">Newsletter ads</a> 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.</p>
<h2>Sustainable growth through first-party data with Kit</h2>
<p>The end of third-party cookies gives you a rare opportunity to redefine your marketing strategy and make it <em>even</em> <em>more</em> resilient and reliable.</p>
<p>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.</p>
<p><a href="https://app.kit.com/users/signup?plan=1k" target="_blank" rel="noopener">Try Kit for free, today</a>!</p>


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