Marketing in a cookieless world

Marketing in a cookieless world

Google has stated that it will eliminate third-party cookies by 2023. Google's announcement will have a huge impact on the marketing industries and make them move to a cookieless future. To maintain their sales, 44 percent of marketers plan to increase their spending by 5-25 percent.

Marketing without Third-Party Cookies

While your devices don't always listen using microphone, they still track you. Instead, they track and scrutinize your online activity using third-party cookies. This happens not only when you visit a website but throughout your browsing session. It helps advertisers target the right audience, aka you, by collecting data. They use them to find out what visitors are doing online, even if they're not on their website.

This is about to change with tighter data protection regulations. How can marketers reach their audience as efficiently? First-party cookies are a partial answer to this. They will still collect basic data. These include information such as your primary language and the frequency with which you visit a website. However, they are not the ones that will leave you wondering whether third parties are tracking your behavior.

Many successful businesses (and governments) are out there that Respect their users' privacy. It is actually a hallmark of many successful companies. Here are some examples of trackerless sites.

The German Government

The german government website does not use cookies. It's not just companies that are going cookieless--virtually, of course. The German government is serious about protecting citizens' privacy online as well as offline. According to the German Constitution, "informational self-determination", is a fundamental right. It is up to the individual to reveal any personal data that they may need.


The online encyclopedia Wiki is a huge success story. Anyone can edit the pages and add new information. Wiki won't sell any information it collects to marketers.
The site's privacy policy states that they only use the data collected to improve the site and comply with the law. They only collect this information through direct interaction with users, such as opening accounts, taking surveys, and making contributions.


We respect your privacy and will never invade it. After noticing discrepancies between Google Analytics and our GDPR compliant analytics tool, we decided to delete all trackers from our website. A majoriy of 70% of our visitors had either rejected or blocked our cookies. Thus we have made the decision to remove all trackers and cookies from our sites and have never looked back. Our strategy is built on quality content, as well as privacy respecting UTM tags strategy. Getting in touch with us is the only goal of our website.

This is also translated into our products. Our products do not use third party cookies. An integral part of mobile marketing campaigns are our web stories. These stories are GDPR and privacy compliant with a click through rate of between 25 and 40 percent. They are free from ad-blockers and slow loading times.


Github moved to cookieless marketing. They were annoyed by cookie banners appearing on every website that a user visited. These banners were in compliance with EU law but it caused a major disruption when a user tried to enter a website. They got rid of them. GitHub does not use any non-essential cookies. These large tech companies set an example for others by adopting a cookie-free world.

Respecting Privacy in a Cookieless Future

The cookieless tracking future is approachin fast, regardless of whether the companies like it or not. Privacy-centric marketing is here and it's important to stay ahead of the curve.

We sometimes forget that customers are people and not just numbers and data. Thefore, a company that cares about its customer data will be considered a trustworthy one. With IKANGAI's web stories you'll spice up your marketing campaigns. With a CTR between 25 and 40 percent, you can create fully GDPR-compliant customer experiences. Get in touch with us and learn how to use web stories and tappable content for your marketing campaign.

Photo by Dominika Roseclay from Pexels


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