Embrace Your Cookieless Future. Today.

The removal of third-party cookies is a massive opportunity for brands to leverage new solutions that have the power to drive better performance and user experience.

mobile device showing a racing game with an in-game ad unit

The Death of the Cookie is Upon Us

By Early 2025, Google is set to phase out third-party cookies for 100% of Chrome users.

As cookies track user behavior online, they are seen as an invasion of privacy and are not trusted by consumers. Plus, they are often composed of poor-quality data, meaning they are increasingly ineffective for advertisers to target audiences and track performance.

mobile device showing a racing game with an in-game ad unit

A Closer Look at The Cookie Deprecation Timeline


Safari Removes Cookies

In 2017, Safari becomes the second browser after the Tor Browser to block third-party cookies by default for all users.


Firefox Removes Cookies

In 2019, Firefox introduces Enhanced Tracking Protection by default, starting their move towards total cookie deprecation.


Google Announces Intent to Remove

In January 2020, Google announced that Chrome would phase out support for third-party cookies in the browser, starting with trials on conversion measurement and personalization by the end of 2020.

January 2024

1% Removal

In January 2024, Google turned off cookies for 1% of Chrome users, equating to 30 million users. This follows years of Google warning advertisers of their intention to end third-party cookies in the Chrome browser.

Mid 2024

Expected 10% Removal

Following the initial testing period in January 2024, Google intends to continue disabling third-party cookies with up to 10% of users, or 300 million users, having their cookies turned off.

Early 2025

Expected 100% Removal

In Early 2025, Google plans to begin disabling third-party cookies for all Chrome users. The end of cookies will be here. Advertisers who fail to prepare for the cookieless future stand to lose.

A Closer Look at The Cookie Deprecaton Timeline

Cookieless Alternatives are Hitting the Market...

1st Party

But, Contextual Targeting is the Only Solution that is Future-proof.

Contextual focuses on understanding and targeting the mindset of what audiences are doing now…

The Right
The Right
Time &
The Right
The Right

GumGum has Been a Cookieless Pioneer for 15 Years

We’ve been running successful future-proof cookieless solutions since 2009.

As pioneers of contextual targeting, we capture and measure your audience’s attention by effectively placing your ads when they are in the right mindset.

This level of insight allows your brand to:
Insights &
Suitability &
Brand Safety
Expand Your
Your Targeting

We Set the Industry Standard in Cookieless Contextual Targeting

GumGum’s advanced contextual technology, Verity™, works by using AI to go beyond keywords and uniquely process web content signals across Text, Image, Audio, and Video - all without cookies.

Verity™ is the first advanced contextual platform to receive MRC’s content-level accreditation for contextual analysis, brand safety and suitability across CTV, desktop, and mobile web.

We Provide Cookieless Actionable Campaign Insights

Mindset Index™ is a new insight metric that fuses contextual technology (Verity™) and attention measurement (AIP).  This metric identifies which contextual categories capture the most audience attention from your campaign - helping you discover new audiences, identify where the brand resonates, and elevate future campaign strategies.

The Mindset Index™ Helps Brands:

Discover New Audiences

Identify Where the Brand Resonates

Elevate Future Campaign Strategies

Learn More About Contextual Advertising


What is a third-party cookie?

Third-party cookies are created via data/ad tech companies and are most frequently used for online advertising.

These cookies track and share a user's browsing history and activities across the internet as they visit different websites.

Third-party differs from first party cookies which are generated by individual websites that the user is currently visiting.

Why advertisers have used third-party cookies?

They allow advertisers to build profiles and audience segments that they can target (and re-target) with personalized ads for products and services.

Why are third-party cookies no longer relevant?

They’ve long been seen as in invasion of people’s privacy.

The data is often of poor quality, meaning they are increasingly inefficient and ineffective for advertisers to target audiences and track performance.

And they lead to a poor user experience, with ‘creepy’ creatives that follow you around the web.

What is Google’s cookie deprecation timeline?

Google first announced that it would be removing cookies from Chrome back in 2020. The process officially started in January this year, with Google deprecating third-party cookies for 1% of Chrome users. Cookies will be completely phased out from Chrome by Q3 2024.

What is the “cookieless future”?

A “Cookieless Future” refers to the next phase of advertising where brands will move away from third-party targeting and adopt new solutions to target consumers. With Google phasing out cookies this year, marketers everywhere are preparing for a fast-approaching cookieless future.

What are the cookieless tracking solutions available?

It’s vital for marketers to begin to explore the cookieless solutions available in the market today. One of the most promising ones is contextual targeting that uses consumer mindset to better serve ads to consumers. Other notable ones include first-party data, alternative UIDs and Privacy Sandbox.