Visualize you search for “best running shoes” and see brand names, comparisons, and prices right on the results page—before you ever click a link. That is the world of zero click in action. 

It’s a big shift: in 2024, 58.5% of U.S. Google searches ended with no click at all. Because many users don’t click through, websites get less direct traffic. That raises a big question: what happens to data collection when third party cookies fade away?

We used to rely on cookies from other sites to track user behavior across the web. Now many browsers and privacy laws are shutting those down. So the path ahead lies in honest connections and smarter data use.

In this guide, you’ll meet the basic ideas about cookies, why some are disappearing, and where we go from here.

What Are Cookies and Why Did We Use Them?

Cookies are little files that live in your browser. When you visit a website, that site can store a cookie so it “remembers” you. For example, a site may save your login or your cart items. That is normal and helpful.

There are two main kinds of cookies:

  • First-party cookies: These are set by the site you are visiting. They help the site remember your settings, login, or what you did there.
  • Third-party cookies: These come from other sites (not the one you are on). Marketers used 3rd party cookies to track you across many sites.

Why we used third-party cookies:

  1. Behavior tracking across sites — Suppose you visited a shoe store, then later visited a news site. The advertiser could show you shoe ads based on that earlier visit.
  2. Ad targeting and personalization — With those cookies, ads could match your interests.
  3. Measuring ad results — They helped tell which ads led to clicks or sales.

However, using third-party cookies made many people uneasy. They felt watched. Also, browsers and laws began limiting access to data. Yet the idea of personalized ads was powerful, so marketers adapted. Over time, Google cookies also face stricter rules, pushing companies to shift toward data they control.

We also talk about first party data targeting now. Instead of borrowing data from others, a business uses data it gathers itself—data from its own site, users, apps. First-party cookies plus user consent give a more respectful way to understand audiences.

In short: cookies were tools to remember and track. We used third party cookies to follow people across many places. But now that trust and privacy matter more, we shift toward tools under our own roof: 1st party data targeting.

Next, we look at why third-party cookies are disappearing and how that changes the game.

Why Are Third-Party Cookies Disappearing?

The shift away from third-party cookies is happening fast. Many companies, browsers, and laws push toward privacy. Here are the main reasons:

1. Browser changes

  • Safari has blocked many third-party cookies for years.
  • Firefox also limits cross-site tracking.
  • Google Chrome, which once planned a full cookie ban, now says it will maintain current cookie choice while pushing new privacy tools.

Because so many people use browsers that block third-party cookies, marketers lose much of the reach they had.

2. Privacy regulations

New laws in the U.S. and around the world require stronger consent before tracking. Sites must clearly ask users and allow them to refuse. That makes using third-party cookies harder and riskier.

3. User expectations

People now expect stronger privacy. They know they can block trackers, clear cookies, or use incognito modes. Trust matters more than ever.

4. Technical limits and delays

Browsers are introducing new APIs (application programming interfaces) like privacy sandbox tools. They let tracking happen in a weaker, aggregated way—without handing over every detail. But these tools can’t match all the power of old third party cookies yet.

Because of those limits, marketers can’t rely on the same tactics. They must rethink how they collect data, run ads, and measure results.

Because cookies will fail for some users, marketers look for first-party strategies. They collect data directly (with permission) and use smarter measurement. They also adapt to the rise of zero-click search, where people get answers immediately—so fewer clicks, fewer tracked sessions.

Next, we explore The Rise of Zero-Click Data and how that shapes how businesses connect with audiences.

The Rise of Zero-Click Data

“Zero-click” means a user finds what they want without clicking through to a site. This happens when search engines or platforms show the answer directly. For instance:

  • Google gives a “featured snippet” that answers your question right on the results page.
  • Social media shows content previews, so users don’t always open links.

When that happens, websites lose visits—but the content still matters. The visibility counts.

Here’s how zero-click changes data and strategy:

A. Less click-based data

With fewer clicks, there’s less behavior data from visits. That means less chance to see what pages people viewed, what they bought, or how long they stayed.

B. Impressions and visibility data become vital

You must monitor how often your content appears in search results or previews. For example:

  • How many times did your article show up in featured snippets?
  • Did users see your brand name on the results page?

This kind of data gives clues about reach and awareness.

C. Content must serve intent

Because people don’t always click, your content must answer questions directly. You need intent driven content—you understand what people want, and you write content to match those needs. If your piece matches what people search for, it may show up and get read even without a click.

D. Combine zero-click with first-party signals

Use the visibility you get from zero-click to encourage people to give first party data targeting permission. For example:

  • Ask users to sign up for newsletters in content that performs well in zero-click.
  • Offer tools, guides, or quizzes tied to the topics that surface in answer boxes.

Even with fewer clicks, you can guide visitors toward direct interaction and data sharing.

Zero-click doesn’t mean websites lose power. It means you shift where influence happens—from clicks to visibility, from hidden tracking to requested engagement.

Building First-Party Strategies for a Cookieless World

When third party cookies fade away, businesses need a new plan to understand their audience and measure success. This change may sound scary at first, but it’s really a chance to build a stronger, cleaner system for knowing your customers. 

You no longer have to rely on data from someone else’s website or network. Instead, you can use what you collect directly from your visitors—their actions, preferences, and feedback.

Here’s a guide on how to do that, step by step.

1. Understand What First-Party Data Really Means

First-party data is the information you collect from your own audience. It comes from your website, app, emails, and online tools. This is your data—earned through direct interaction and permission.

You can collect it in simple ways:

  • Sign-up forms for newsletters or special offers.
  • Online orders and shopping carts.
  • Surveys, polls, and quizzes.
  • Account logins or loyalty programs.
  • Customer service chats and support forms.

Each touchpoint gives you helpful clues about who your customers are and what they care about. The big benefit is control. Because you collect it directly, you decide how it’s stored, used, and shared.

That’s a big shift from depending on 3rd party cookies, which came from outside websites tracking your visitors. Now you can see your own data clearly and make decisions that fit your goals.

2. Earn Trust Through Transparency and Consent

People today care deeply about how their data is used. They want to know what you collect and why. That’s why trust is the foundation of every first-party strategy.

Here are easy ways to build that trust:

  • Explain clearly what data you collect. Avoid long legal text. Use simple, honest language.
  • Give people real choices. Offer “accept” and “decline” buttons for tracking or emails.
  • Share how data helps them. For example, “We use your email to send personalized offers and helpful updates.”

When users feel respected, they are more likely to share accurate information. That’s what makes your first party data targeting stronger and more reliable.

3. Create Value in Exchange for Data

People share information when they get something useful in return. Think about what your audience finds valuable. It could be:

  • Discounts or rewards. Give a small coupon or bonus for signing up.
  • Exclusive access. Let subscribers see new products or early updates first.
  • Helpful tools or content. Offer a quiz, calculator, or guide that teaches something useful.

These small actions make data sharing feel like a fair trade. When users feel valued, they become repeat visitors—and their shared data becomes richer over time.

For example, a local clothing brand might ask shoppers about their favorite colors or sizes when they sign up. That simple data helps create better product suggestions later.

This approach is the heart of 1st party data targeting—using information your audience gives you directly to tailor experiences that matter to them.

4. Strengthen Your Website and Tracking Setup

When you no longer have Google cookies or third-party trackers doing the work, you’ll rely more on tools that you manage. Setting up a clean, organized system keeps your data accurate and easy to use.

Here are some key steps:

  • Use a tag manager like Google Tag Manager to organize how tracking codes collect data.
  • Switch to server-side tagging. This means your website, not the user’s browser, controls how and when data is sent to analytics tools.
  • Integrate your systems. Connect your CRM (customer relationship manager), email marketing platform, and analytics tools so they share consistent information.
  • Use a consent management tool. This tool helps you track who has agreed to what and keeps you compliant with privacy rules.

When your setup is smooth, your reports stay clear—and you can measure growth accurately without missing pieces.

5. Make Your Content Do the Heavy Lifting

Data collection doesn’t stop with forms. Every piece of content you publish can help you understand your audience better.

Use your content to encourage interaction:

  • Include short forms in blog posts that offer helpful downloads.
  • Add quick polls or questions to social media posts.
  • Track which topics get the most clicks or comments.

The key is to create intent driven content—information that answers what your audience is already looking for. For instance, if you run a gardening business, write about seasonal planting tips or simple pest control guides. That draws readers who care about those exact topics.

When they engage, you learn what they value, which makes your next campaign even sharper.

This also ties into the rise of zero-click search. Many people get answers directly from search results without visiting a site. So your content should provide clear, direct answers that make your brand visible even if the user doesn’t click through. The more your content appears in these quick results, the more brand awareness you earn.

6. Use Data to Personalize Experiences

Personalization makes your audience feel seen and understood. Once you collect first-party data responsibly, use it to improve user experiences.

Here’s how:

  • Send emails based on what people looked at or bought before.
  • Recommend products that fit their preferences.
  • Offer local deals or information if they share a location.
  • Use loyalty tiers to reward regular customers with unique perks.

This approach builds long-term relationships. When people see useful, respectful personalization, they return. They trust your brand, and that trust grows your business naturally.

7. Measure What Matters

In the cookieless world, success looks a bit different. You’ll measure more than clicks or impressions.

Your main goal is to understand engagement and results across your channels. A strong marketing KPI dashboard helps keep everything clear.

Here’s what to include:

  • Traffic from first-party sources (like direct visits, newsletters, or apps).
  • Conversion rates (purchases, signups, downloads).
  • Engagement time (how long users stay on a page or video).
  • Consent rates (how many users agree to share their data).
  • Customer lifetime value (CLV) (how much an average customer contributes over time).

Review your dashboard regularly and update your strategies based on what works. Over time, you’ll see patterns that help you adjust content, offers, and timing.

Even without third party cookies, your dashboard can give you a full picture of your success—as long as you measure what really matters.

8. Collaborate Safely with Other Businesses

Even without external cookies, you can still work with partners safely. Many brands now use data clean rooms or secure shared spaces to compare audiences without revealing personal details.

These systems let two companies understand overlap, performance, or campaign reach without sharing raw user data. For example, a coffee brand and a pastry shop could study shared customer patterns without exposing private information.

That kind of collaboration builds smarter insights while keeping privacy strong.

9. Keep Testing and Learning

The digital world changes fast, so staying flexible matters. Always test small updates before making big moves.

  • Try different signup forms or placements.
  • Test short surveys to see which questions people answer most.
  • Experiment with email subject lines or website layouts.

Each test helps you learn more about what people like and how they interact with your brand. Those details make your first party data targeting smarter every time.

10. Stay Future-Ready

As more privacy tools appear and rules evolve, keep your systems updated. Stay informed about browser changes and data policies. Join digital marketing forums or newsletters to follow new developments.

Above all, focus on honesty and quality connections. Technology will keep changing, but clear communication and respect never go out of style.

Your goal is simple: make your audience feel valued while you collect meaningful data that helps your business grow. When you do that, you don’t need cookies from anywhere else—you build your own solid foundation for success.

Building first-party strategies isn’t a quick project. It’s a continuous process of earning trust, learning from your audience, and improving how you use data. By combining good tools, smart content, and respectful collection, you can thrive in the cookieless world.

The end of third party cookies isn’t the end of digital marketing—it’s the start of a smarter, friendlier version that rewards transparency and creativity.

Conclusion

We’ve walked through what cookies are and how we used them, why third party cookies are disappearing, and how zero-click changes what data we can see. Now we face a new world where businesses rely less on tracking others and more on honest, direct connections.

The real path forward is in building and using first-party strategies—collecting data with permission and creating first party data targeting systems. That approach helps businesses stay strong even when tracking tools fade.

You don’t need to fear this change. It gives you a chance to build trust, listen to your users, and invest in clear, respectful data practices.

If you want help making these strategies work for you, reach out to Aelle Digital Marketing—we’d be glad to guide you through this new landscape!

Frequently Asked Questions (FAQs)

What is zero-click in marketing?

Zero-click is when a user finds the answer directly in search or on a platform, so they don’t click through to a site.

Can sites still show ads without third-party cookies?

Yes. Ads can run using context, first-party signals, or new privacy-first APIs.

What is intent driven content?

It’s content created to match what a user is trying to learn, ask, or do in a search.

How do businesses start 1st party data targeting?

They collect data themselves—via signup forms, preference tools, purchases—with user consent.

Will third-party cookies ever return?

It’s unlikely. Browsers and regulations push strong privacy, so marketers must adapt.