Google Delays Cookie Phase-Out—Now What?
Google recently announced it will not be rolling out a prominent opt-out prompt for third-party cookies in Chrome. Instead, users will continue to manage cookie preferences in their browser settings. While this might seem like a temporary reprieve, it reinforces the broader trend: third-party cookies are becoming less central to digital advertising, and marketers should prepare accordingly.
You can read Google’s announcement here: Next steps for Privacy Sandbox
Despite this slower rollout, third-party cookies remain a shrinking resource. Many browsers already restrict or block them entirely—including Safari, Firefox, and now Chrome’s Testing environment. As regulations tighten and platform rules evolve, relying on cookies alone continues to limit campaign reach, measurement accuracy, and user recognition.
What’s Wrong with Third-Party Cookies?
Marketers have long used cookies to follow users across websites, retarget visitors, and measure conversions. But cookies are no longer a dependable foundation for digital strategy. Their shortcomings include:
- Short lifespans – often less than 30 days
- Limited scope – blocked on key browsers like Safari and Firefox
- Redundancy and overlap – multiple cookies may exist for one person
- Weak attribution – missed touchpoints distort campaign performance
As user journeys grow more complex and device use becomes more fragmented, these limitations put advertisers at a clear disadvantage.
Meet ActiveID: Crimtan’s Answer to a Cookieless Future
Built for today’s digital reality, ActiveID is Crimtan’s privacy-first identity solution. It’s designed to deliver smarter targeting and full-funnel measurement—without relying on cookies.
What sets ActiveID apart is how it mixes deterministic and probabilistic data to match and activate users in real time. It works across all browsers, including Safari and Firefox, and supports Display, Video, CTV, and DOOH channels. This means you can continue reaching the right people, even in environments where cookies no longer function.
Key Benefits of ActiveID
✓ Expanded Reach on Safari and iOS
Unlike many platforms that struggle on Apple browsers, ActiveID performs consistently across the entire open web.
✓ Longer Attribution Windows
Go beyond the typical 7–30 day limits. ActiveID tracks customer interactions over a much longer period, offering more accurate performance data.
✓ More Control Over Targeting
Custom audiences are built using your first-party data, enriched with Crimtan’s privacy-safe signals and identity graphs. That means less reliance on walled gardens like Google and Meta.
✓ Privacy-First by Design
ActiveID is compliant with GDPR, CCPA, and global data laws—keeping your brand protected and your targeting future-proof.
✓ Increase Retargeting and Reduce Media Waste
Uncover and engage users that are typically missed by cookie-based platforms, scaling your reach while controlling media spend.
Why This Matters Now
The industry is still moving towards a cookieless future. Google’s delay doesn’t change that—it simply gives brands more time to make the right move.
Those who wait risk losing visibility into customer journeys, wasting spend on poorly matched impressions, and falling behind competitors who are already shifting to modern identity solutions.
Now is the time to explore alternatives that don’t just fill the gap left by cookies—but outperform them. ActiveID is built for this reality—supporting performance at scale in environments with and without cookies, across every major browser.
Want to See What ActiveID Can Really Do?
The blog only scratches the surface. Crimtan’s ActiveID product guide dives deeper into how our technology works, the results it delivers, and how you can use it to future-proof your campaigns.
👉 Download the guide now to understand how ActiveID puts you back in control of targeting and attribution in a cookieless world.