Mitigating the Impact of Google’s Decision to Stop Supporting Third-Party Cookies by 2024


Google recently announced that it will stop supporting third-party cookies on its Chrome browser by 2024. This decision is expected to have significant implications for online advertising and marketing, as cookies are a key tool used by advertisers to track user behavior and deliver targeted ads.

As a leading provider of multimedia and creativity software products, Adobe recognizes the potential impact of this decision on its own products and services. This white paper outlines some of the steps that Adobe can take to mitigate the impact of Google’s decision and continue to provide effective advertising and marketing solutions for its customers.

One way to mitigate the impact of Google’s decision is to explore alternative tracking technologies that are less reliant on third-party cookies. Adobe can investigate the use of first-party cookies or other tracking technologies, such as device fingerprinting, to track user behavior and deliver targeted ads.


Alternative Tracking Technologies:

First-Party Data Collection and Analysis:

Another approach is to focus on building up first-party data capabilities. Adobe can collect and analyze data directly from its own customers, such as email addresses, purchase history, and browsing behavior, and use this information to inform its advertising and marketing strategies. This approach is likely to become increasingly important as third-party data becomes less available.

Collaboration with Industry Stakeholders:

Adobe can also work with Google and other industry stakeholders to develop new standards and best practices around privacy and data protection. By collaborating with other companies in the industry, Adobe can help shape the future of online advertising and ensure that consumers’ privacy rights are protected while still enabling effective advertising and marketing practices.



Google’s decision to stop supporting third-party cookies is a significant development that will have far-reaching implications for the online advertising and marketing industry. However, by exploring alternative tracking technologies, building up first-party data capabilities, and collaborating with industry stakeholders, Adobe can mitigate the impact of this decision and continue to provide effective solutions for its customers.


Author Details

Sunney Dubey

Technology Architect at Infosys Digital Experience with expertise in Java Spring boot & Microservices. supports customer with their digital transformation journey by providing technical expertise and consultation.

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