• 0

Marketoonist | Tom Fishburne

Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

  • Campaigns
  • Speaking
  • About
  • Cartoons
  • Contact
  • Book
  • 0

Third-Party Cookiepocalypse

August 13, 2023

Third-Party Cookiepocalypse cartoon
  • Paid licensing options include high resolution download.
  • Presentation $40 Add to Cart
  • Newsletter or Website $125 Add to Cart
  • Corporate Blog/Sponsored Post $60 Add to Cart
  • Looking for other licensing options? click here
  • View Cart
TweetLinkedInFacebookEmail

Nearly 10 years ago, I drew one of my most popular cartoons that showed a Peeping Tom looking through the window of a living room at a couple. One says, “Don’t worry, it’s only marketers collecting our personal data so they can create more relevant advertising for us.”

Third-party cookies have been at the center of the consumer privacy debate in marketing over the last decade. And the end of third-party cookies has been a long time coming.  Google announced in 2020 that it would phase out cookies on Chrome by 2022, later delayed to 2023, and now the end of 2024.

In the last few weeks, Google took a few major steps in that direction, rolling out APIs for their Privacy Sandbox Developer tools as part of a replacement strategy. By early 2024, Google plans to turn off third-party cookies for 1% of users and then fully sunlight them in Q3 2024.

The transition has been dubbed the “Cookiepocalypse” because the stakes are high and the path forward it still unclear.  Third-party cookies have been a key plank of the $700 billion digital ad business for more than a quarter century (first used in 1994 by Lou Montulli for the Netscape browser). 

Brands have been experimenting with a range of alternatives — from contextual advertising to ramping up first-party data collection to AI tools — but so far, there is no silver bullet solution .  

An Adobe study a few months ago showed that 75% of marketers still rely heavily on third-party cookies.  45% of marketers spend at least half their budgets on campaigns based on third-party cookies.  64% plan to increase their spending on cookie-based activations this year.

Relay 42 recently published a study that 72% of CMOs say this transition will be difficult to handle, but 61% say it will ultimately be a good thing for business.  Buckle up!

Here are a few related cartoons I’ve drawn over the years:

marketing with personal data - May 2014

  • Paid licensing options include high resolution download.
  • Presentation $40 Add to Cart
  • Newsletter or Website $125 Add to Cart
  • Corporate Blog/Sponsored Post $60 Add to Cart
  • Looking for other licensing options? click here
  • View Cart
Share
  • Share this Marketoon
  • TweetLinkedInFacebookEmail
| Read Post

the personalization privacy paradox - July 2021

Zero Party Data cartoon
  • Paid licensing options include high resolution download.
  • Presentation $40 Add to Cart
  • Newsletter or Website $125 Add to Cart
  • Corporate Blog/Sponsored Post $60 Add to Cart
  • Looking for other licensing options? click here
  • View Cart
Share
  • Share this Marketoon
  • TweetLinkedInFacebookEmail
| Read Post

marketing beyond cookies - January 2021

Marketing Beyond Cookies cartoon
  • Paid licensing options include high resolution download.
  • Presentation $40 Add to Cart
  • Newsletter or Website $125 Add to Cart
  • Corporate Blog/Sponsored Post $60 Add to Cart
  • Looking for other licensing options? click here
  • View Cart
Share
  • Share this Marketoon
  • TweetLinkedInFacebookEmail
| Read Post

targeted advertising and the end of third-party cookies - October 2021

End of Third-Party Cookies cartoon
  • Paid licensing options include high resolution download.
  • Presentation $40 Add to Cart
  • Newsletter or Website $125 Add to Cart
  • Corporate Blog/Sponsored Post $60 Add to Cart
  • Looking for other licensing options? click here
  • View Cart
Share
  • Share this Marketoon
  • TweetLinkedInFacebookEmail
| Read Post
Your Ad Ignored Here
"If marketing kept a diary, this would be it."
- Ann Handley, Chief Content Officer of MarketingProfs
Order Now

Filed Under: ad tech, advertising

  • Paid licensing options include high resolution download.
  • Presentation $40 Add to Cart
  • Newsletter or Website $125 Add to Cart
  • Corporate Blog/Sponsored Post $60 Add to Cart
  • Looking for other licensing options? click here
  • View Cart
Your Ad Ignored Here Book Image

15 years of Marketoonist compiled for your marketing pleasure.

Order Now

About Marketoonist

Marketoonist is the thought bubble of Tom Fishburne a career marketer and cartoonist. Learn More...

Browse Blog Posts

Most Popular Cartoons Browse Categories

Marketoon Campaigns

contentmarketing

Content marketing with a sense of humor.

Learn More

Keynote Speaking

speakingworkshops

Insightful, funny, and visual keynote talks and workshops.

Book Tom to Speak

Search Blog Posts

Interested? Let’s Talk!

Footer Form - Let's Talk

  • This field is for validation purposes and should be left unchanged.

Marketoons

Browse Categories
Spacing Things Out

About Marketoonist

Tom Fishburne is the Founder and CEO of Marketoonist, a content marketing studio that helps businesses reach their audiences with cartoons.

© 2025 Marketoonist