A Guide to Marketing Without Cookies

Whitepaper from Merkle provides advertisers with know-how for online marketing with first-party data

Frankfurt/Geneva, 14 October 2021 – Merkle – a dentsu company provides insights into a future without third party cookies and highlights key strategies for future-proof digital marketing with the use of first-party data in their current free whitepaper “Preparing for the cookie-less era”.

As of 2023, Google will block the use of third-party cookies on Chrome. This will change the entire advertising ecosystem – not only for consumers, but also for advertisers and website operators. Companies and marketers will be challenged to implement an identity strategy and build a data-driven, connected tech stack.

Myriam Echo, Head of Digital Vision and Transformation at Merkle DACH, and co-author of the whitepaper:

Myriam Echo

“The cookie-less future is a great opportunity to reimagine a more personalized, human online experience combined with greater control, transparency and respect for privacy”.

The whitepaper summarises rudimental and explicit facts on third-party cookies, why they are being abolished, the difference between first- and third-party cookies and advice on sustainable strategies in dealing with customer data. The research also covers the past and current state of cookies, including the recent announcement made by Google for a cookie-less future.


The whitepaper is available for free download here.

Picture material and press release for download