What happens when tracking cookies disappear?

As third party cookies disappear due to browser restrictions and privacy regulations, behavioral segmentation becomes harder. Tracking website activity, cross domain browsing, and retargeting requires new approaches that respect privacy while maintaining relevance.

Shift focus to first party data collected directly from subscribers through preference centers, account behavior, and email interactions. This data is owned, consented, and unaffected by cookie restrictions.

Use server side tracking instead of client side cookies. Tools like Google Tag Manager server side or Segment allow you to track user actions without relying on browser cookies. This data is more reliable and privacy compliant.

Implement authenticated experiences where subscribers log in before browsing. This ties behavior to a known identity without cookies. Ecommerce sites and membership platforms already operate this way.

Contextual segmentation will grow in importance. Instead of tracking individuals across sessions, target based on current session behavior or stated preferences.

The tide of privacy is rising, and tracking methods must adapt. First party data is the anchor that holds when third party signals drift away.