Personalisation in Marketing in 2025: Does It Still Work After the Third-Party Cookie Ban?

Personalisation has been a cornerstone of digital marketing strategies for years, allowing businesses to deliver tailored experiences to users. However, with the phasing out of third-party cookies, brands are facing new challenges in how they track, analyse, and engage with their audience. The question remains: is personalisation still effective in 2025, or has the marketing landscape fundamentally changed?

The Impact of the Third-Party Cookie Ban

For years, third-party cookies have enabled businesses to track user behaviour across different websites, building comprehensive profiles to target individuals with relevant ads. However, growing concerns over privacy and data security have led to regulatory changes and a shift towards cookieless solutions.

Google’s decision to fully eliminate third-party cookies from Chrome in 2024, alongside regulations such as the GDPR and the Digital Markets Act, has significantly altered the marketing industry. Advertisers now have limited access to cross-site tracking data, making it more difficult to deliver hyper-personalised campaigns.

As a result, many brands have turned to first-party data collection methods, leveraging direct customer interactions to maintain personalised marketing efforts. However, these changes mean that businesses must adapt their strategies and explore alternative technologies.

Alternative Tracking Methods in a Cookieless World

With third-party cookies no longer an option, businesses are investing in alternative ways to collect user data. First-party data has become a critical asset, with companies encouraging customers to share information directly through website interactions, loyalty programmes, and personalised content.

Another emerging solution is Google’s Privacy Sandbox, which introduces Federated Learning of Cohorts (FLoC) and Topics API as new ways to group users based on their interests without tracking individual browsing history. While these technologies offer privacy-friendly targeting, their effectiveness compared to traditional cookie tracking remains a topic of debate.

Additionally, contextual advertising has made a resurgence, with brands shifting their focus to delivering relevant ads based on website content rather than user behaviour. This method ensures compliance with privacy regulations while still providing a personalised experience.

The Role of AI in Personalised Marketing

Artificial intelligence (AI) has become a game-changer for personalisation in a post-cookie world. With the ability to process vast amounts of first-party data, AI-driven algorithms can create highly tailored experiences for users without relying on invasive tracking.

Machine learning models analyse user preferences, purchasing history, and on-site behaviour to recommend products and content that align with individual interests. AI-powered chatbots and virtual assistants further enhance personalisation by delivering real-time, relevant responses to customer inquiries.

Moreover, predictive analytics allows marketers to anticipate user needs and optimise engagement strategies. By identifying patterns in consumer behaviour, brands can tailor their campaigns to specific audiences without compromising privacy.

Ethical Considerations and Consumer Trust

As personalisation continues to evolve, ethical considerations play a crucial role in shaping marketing strategies. Consumers are increasingly aware of how their data is used, and businesses must prioritise transparency and data security to maintain trust.

Many companies have adopted zero-party data strategies, encouraging customers to willingly share information in exchange for a more customised experience. Consent-driven marketing initiatives, such as preference centres and user-controlled personalisation settings, empower individuals to control their data.

Ensuring compliance with privacy laws and maintaining ethical data collection practices are essential for brands looking to build long-term relationships with their customers in a cookieless future.

The Future of Personalisation

Despite the challenges posed by the third-party cookie ban, personalisation remains a key component of successful marketing strategies. The shift towards first-party and zero-party data collection has emphasised the importance of direct customer relationships.

Brands that invest in innovative technologies, such as AI-driven personalisation and contextual advertising, are well-positioned to thrive in the evolving digital landscape. Adapting to privacy-first strategies will not only ensure compliance with regulations but also enhance customer trust and engagement.

As marketing continues to evolve, businesses that prioritise ethical, transparent, and data-driven personalisation methods will be able to maintain meaningful connections with their audience while respecting user privacy.

Key Takeaways for Businesses

To navigate the post-cookie era, businesses should focus on the following strategies:

– Emphasising first-party and zero-party data collection through customer interactions and engagement.

– Leveraging AI and machine learning to deliver personalised experiences without invasive tracking.

– Exploring alternative advertising methods, such as contextual targeting and Google’s Privacy Sandbox.

– Maintaining transparency and ethical data practices to build consumer trust.

– Adapting to evolving privacy regulations and ensuring compliance with industry standards.

By embracing these approaches, businesses can continue to deliver effective personalisation while respecting consumer privacy and adapting to the changing marketing landscape.