The third-party cookie was considered the data-whisperer for online retailers who wanted to know the digital habits of their customers. From where they gathered online, to what products they browsed across the internet, to demographic information like age, gender, and income. Third-party cookies made it so that brand marketers could accurately target specific audiences through ad platforms such as Meta and Google Ads.

In 2020, the “cookiepocalypse” was announced when both Google and Apple claimed they would end the use of third-party cookies by 2022. But while Apple kept their promise and blocked third-party cookies in Safari by default, Google delayed this year after year until quietly announcing that they scrapped plans to remove these cookies from the ever-popular Chrome browser in 2024 and let users choose to opt out via a prompt, and fully embraced the idea that third-party cookies are here to stay in April of 2025:

“Taking all of these factors into consideration, we’ve made the decision to maintain our current approach to offering users third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies.” - Anthony Chavez, VP, Privacy Sandbox.

So, for the most popular web browser in the world, third-party cookies are seemingly here to stay.

But should retail brands exhale a sigh of relief? Are all their traditional ad targeting methods safe and will they continue to be effective for years and years?

Probably not.

For the first time, Google search on iOS Safari declined in April. And of course, Alphabet (Google’s parent company) has been feeling federal pressure to sell off its Chrome browser, which Google admits would make it “suffer.” In short, even giants can fall and we are starting to see the cracks in Chrome’s dominance due to these pressures.

And that’s not even mentioning the recent popularity of AI models like ChatGPT eating up the share of traffic that used to go to Google. In fact, a recent survey showed that “61% of Gen Z and 53% of Millennials are using AI tools in place of search engines like Google.”

What this means for retail brands is that even if third-party cookies are there, it won’t matter if no one is willing to go to the cookie jar at all.

So, again, the answer points to relying on your own tracking data for your audience instead of relying on a third party. Meaning, it’s again time to embrace the first-party cookie.

While third-party cookies were generally created by ad companies to follow users around the internet, tracking and data-mining their movements to any domain that had partnered with these advertisers, first-party cookies live on single domains.


Think of them as cookies you baked just for your own customers. Your online shoppers take your fresh, first-party cookie as they come through the virtual doors and keep it with them as they shop and ultimately leave. No other brand has access to these cookies; they are yours and yours alone. So while you know that Emily browsed a few sundresses and wide-brimmed hats across your website, none of your competitors know anything about what Emily’s been up to on your domain.


In essence, first-party cookies are really what cookies were ostensibly invented for: to enhance a customer’s experience with one brand. It’s so they don’t have to re-enter their data each time they visit, and so they can get better service from brands they trust and have a real relationship with.


Third-party cookies were invented to chase customers around the internet and show them the ads of the highest bidder. “We saw you click on Nike shoes, so here are similar Reeboks because Reeboks paid more than Nike in the last two seconds while this ad space loaded. You’re welcome!”


And because third-party cookies have been considered non-essential, the result has been that they are easy to block and delete by both users and web browsers. For example, they are blocked on Safari by default; yes, even Safari on iPhones.


On the other hand, most users and browsers are happy to allow first-party cookies. Since they are domain specific, they only have upside for both parties by making the relationship between customers and brands feel seamless and personal.

As the curtain closes on third-party cookies, first-party data is taking center stage by storm. The necessity for companies to focus on their first-party data strategy is clear: it offers the most reliable, ethical, and sustainable way to understand consumer behavior and preferences in this new privacy-focused digital landscape.


For online retail brands, the benefits of harnessing first-party data extend far beyond compliance with these new privacy regulations. Here's why:

Due to changes in tech, user behavior, and the advent of AI, no retail brand can simply rely on Google to just “figure it out” for them. Retailers who trust Google, Apple, or any other third-party cookie peddler will ultimately find themselves floundering as they try to chase their customers around the ever-changing internet.


The use of first-party data aligns with the principles of modern online clienteling, which seeks to replicate the personalized experience of in-store shopping in the digital realm. Retail brands should utilize first-party data to understand each customer's unique journey, personalize interactions, and make each touchpoint feel exclusive. This approach enhances customer satisfaction and loyalty, driving higher conversion rates and boosting overall brand value; and it’s the clearest path to sustainability for your business in the coming years.


There’s a reason why Endear shows an average ROI of 64X the cost of a subscription: our CRM leverages your first-party data to the max in order to turn casual shoppers into brand loyalists.