Third-party cookies are... here to stay?

In a dramatic and unexpected turn of events, Google announced yesterday that the deprecation of third-party cookies is no longer happening! Or at least, not in the way we all thought it would.

Where we started vs. where we are now

Since beginning their cookie phase-out back in January 2020, Google’s deadline for the project has been subject to constant change. Beginning with a finish line in 2022 and pushed all the way back to Q1 2025, many suspected that something was going on behind the scenes. So, what has changed?

Google is proposing an entirely new solution, placing freedom in the hands of the individual user. Here’s what Anthony Chavez, VP at Google’s Privacy Sandbox, had to say:

“Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.”

Simply put, users may now uniquely craft their own ad and privacy settings by easily opting in or out of third-party cookies across their entire browsing experience with one click.

What does this mean for publishers?

Venatus has publishers covered either way. For users who don’t opt out of cookies, existing monetization methods will remain just as effective as they are right now. For users who do opt out, Venatus is rolling out first-party data strategies, strengthening contextual ad capabilities, and exploring new identity solutions. On top of this, we specialize in Direct Sales that not only bypass the need for cookies, but vastly boost RPMs too — empowering our publishers to thrive no matter what. 

What does this mean for advertising in general?

Despite Google’s change of direction, many still believe that new advertising solutions are required to deliver where cookies cannot. Jon Mew, CEO of IAB UK, commented:

“This news represents a significant shift in Google’s approach to third-party cookies, but it isn’t and shouldn't be a return to cookies as the default. Our industry has made huge progress over the past four years and this process has irrevocably reshaped the digital ecosystem - that doesn’t just evaporate with the removal of Google’s cookie deadline.

‍‍The reality is that a big proportion of the open web can’t be addressed by third-party cookies already so continuing to pursue other ways of targeting and measuring audiences is vital.”‍

One of the core ways Venatus has achieved excellent results without the need for cookies is through our contextual campaigns — but what exactly does that mean?

Contextual campaigns in action

When we say contextual campaigns, we’re talking about placing ads in environments where they are naturally most likely to excel. If your content is all about tech and computers, brands like HP, ASUS, Logitech, and Intel are very likely to find success with your audience — and better yet, this method of placing ads means better earnings for the publisher! A true win-win situation, with no extra work required for the publisher. 🤯

Our approach to contextual advertising excels even without third-party cookies thanks to our close relationships with publishers, and deep understanding of their content and audiences. See 👇below👇some prime examples of advertiser campaigns that we’ve placed in exactly the right inventory based on site content, region, audience behavior, and so much more. We also have case studies showcasing the advertiser side (Intel) and the publisher side (PokemonCoders) of contextual ads in more detail.

If you’re a publisher wanting to explore new solutions, or an advertiser looking to reach new audiences, get in touch today and let’s make it happen.