Can remarketing be effective without third-party cookies?

In the ever-evolving world of digital marketing, agencies and marketers constantly seek innovative ways to reach their target audience. However, our reliance on third-party cookies, which track user behaviour across multiple websites, has become more challenging to navigate and resolve. So, we’ll reinvent again, forging new tactics in which new technologies meet classic strategies.

In short

  1. Digital marketing relies on third-party cookies for remarketing and personalised messages.
  2. Due to privacy concerns and regulations, major browsers now block these cookies by default.
  3. Google Chrome plays a crucial role in the use of third-party cookies.
  4. Marketers often reflexively depend on Google’s services, known as the “Google Pavlov Paradox.”
  5. The removal of third-party cookies requires a strategic shift towards the combination of creativity and classic advertising strategies.

The role of third-party cookies in remarketing

Third-party cookies play a crucial role in remarketing efforts, allowing personalised messages to be shown to users based on their browsing history. They provide an opportunity for agencies to create a cohesive advertising storyline despite limited creative space.

Privacy concerns and regulatory impact

As technology advanced, user privacy became a growing concern. Popular browsers like Firefox and Safari block third-party cookies by default. However, the impact of this shift is most significant with Google Chrome, the world’s most widely used browser closely integrated with Google’s advertising solutions.

Overcoming the Google Pavlov paradox

Marketers and agencies may have taken technology too far in their pursuit of efficiency and personalisation. Third-party cookies, while enabling targeted messaging, inadvertently led to a decline in creative advertising. Users became frustrated with intrusive messages and a lack of transparency, resulting in stricter regulations. Marketers have reflexively relied on Google’s solutions, creating a “Google Pavlov Paradox”.

Embracing creativity in a post-cookie era

To overcome this challenge, we must re-embrace creativity in remarketing advertising. Well-crafted ad campaigns, visually striking content, and compelling copywriting can deeply connect with people’s emotions. We are moving towards context- and content-based advertising, understanding our audience’s preferences and values.

"People will forget what you said, people will forget what you did, but people will never forget how you made them feel." - Maya Angelou, American poet, author, and civil rights activist

Combining classic strategies with technology

Merging classic advertising strategies with technology presents a challenge. It requires a deep understanding of the customer journey, collecting first-party data, and utilising websites and marketing automation tools. A Customer Data Platform (CDP) can consolidate internal user sources, providing a comprehensive view.

"Thriving in a cookie-less era relies on leveraging digital tools for their functionality and combine it with creative angles to build a thorough 360° view of your audience, creating the on- and even offline emotive touchpoints your brand needs." - Hans Palmers, Managing Partner & Digital & E-commerce Strategist

How can June2O help you?

As online ads move away from third-party data, June20 can help you embrace context- and content-based advertising, understanding your audience’s values and preferences. By utilising websites, marketing automation tools, and a Customer Data Platform (CDP), we can assist in collecting first-party data and providing a comprehensive view. In the post-cookie era, June20 can guide you in using these tools as a creative canvas, allowing creativity and innovation to drive your success in digital marketing.

Tom Vanlerberghe

TOM VANLERBERGHE, Digital Strategist at June20, started his marketing career client-side at Kursaal Oostende, Enfinity, Smartphoto,, Flyeralarm, LensOnline… where he was responsible for marketing budgets over €1m and international marketing teams. Always interested in the possibilities that a multitude of channels can provide, he loves to combine on- and offline marketing strategies and has a special place reserved for marketing automation & content marketing. He’s also our in-house privacy expert.

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Hans Palmers

Hans began his professional journey as a Web Developer and Mentor. After three years, he joined TBWA, where he led a team in digital solutions for a decade. Following this, he shared his digital expertise at KUL, EHSAL and Thomas More for over ten years, as one of the founding partners. Embarking on a new venture, Hans founded Mundo Digitalis, specialised in digital solutions, and successfully led the agency for over 11 years. Over all these years, Hans did pioneering work in e-commerce and online banking. Recently Mundo Digitalis has integrated with June20, where Hans holds the position of Managing Partner & E-Commerce Strategist.

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