In a surprise move, Google confirmed it will no longer launch a standalone prompt to manage third-party cookies in Chrome, a key step it had previously promised as part of its Privacy Sandbox rollout.
Originally announced in 2023, the prompt was intended to give users more control over third-party tracking. But with Firefox already blocking third-party cookies, the delay in other browsers allows ad tech platforms to maintain the status quo, continuing to use third-party cookies by default in the world’s most popular browser.
So, what’s the timeline for third-party cookie deprecation?
Still unclear—and even murkier now.
But while the industry debates, delays and adjusts, one thing remains certain: waiting isn’t a strategy.
“This isn’t a moment to coast,” says CMA President Christian Amato. “It’s a moment to get ahead and get proactive. If your marketing or member strategy relies on third-party cookies, now’s the time to rethink your strategy, because the change is still going to come. It’s only a matter of time.”
Whether you’re a national association trying to retain members, a B2B organization managing lead funnels or a corporate event planner re-engaging past attendees, how you respond to this moment will shape your results for years to come.
Here’s how Amato is helping clients pivot and build stronger, more adaptive outreach strategies—regardless of what Google does next.
Own Your Data: Prioritize First-Party Over Third-Party
Third-party cookies allowed marketers to track users across sites and platforms. But they were always someone else’s data.
First-party data, however, is yours. It’s accurate, trusted and built to last.
“First-party data is the key to long-term success,”. “It’s the only data you truly control—and when used correctly, it’s the most powerful tool in your marketing stack.”
CMA President Christian Amato
Associations can collect data through event registrations, renewal forms, surveys and gated content. Businesses can gain insights from website activity, email clicks and account engagement. Even small data points like webinar attendance or FAQ searches can power smarter segmentation and more relevant outreach.
The more direct your connection with your audience, the less you’ll depend on third-party platforms to reach them.
Make CRM the Engine Behind Your Engagement
Having good data is one thing. Activating it is another.
Your CRM (whether it’s HubSpot, Salesforce or another platform) should power your campaigns, not just store names and emails.
“We work with clients to build CRM workflows that take the guesswork out of engagement,” Amato says. “Everything from email sequences and renewal reminders to content personalization and lead scoring becomes more effective when it’s built on clean, real-time data.”
CMA helps clients integrate CRM systems with their communications and event strategies, creating a unified ecosystem. The result? More automation, stronger relevance and measurable results with no reliance on third-party cookies.
Craft Creative That Works Without Tracking
Here’s the truth: you don’t need cookies if your content is strong.
Messaging, design, and storytelling are your new superpowers. Without third-party data to lean on, your creative must carry more weight.
“Great content doesn’t just attract attention—it earns trust,” Amato says. “You need messaging that feels timely, personal and meaningful, whether it’s for a membership campaign or a product launch.”
For associations, this might mean value-driven messaging that reinforces belonging and professional growth. For businesses, it’s about solving pain points, overcoming objections and guiding leads through the funnel.
Your content should be optimized not just for clicks, but for connection.
Strengthen Your Multi-Channel Game
Google’s decision isn’t just about Chrome. It’s a reminder that digital platforms shift constantly. And the most successful organizations don’t bet everything on one channel.
“Strong campaigns are channel-agnostic,” Amato says. “They work in email, on LinkedIn, during webinars and on the tradeshow floor.”
CMA’s integrated outreach strategies support client goals across every touchpoint, from organic search and paid social to live events and nurture sequences.
“We help businesses connect campaigns to pipeline movement,” Amato says. “And we help event planners fill seats with the right people at the right time.”
He adds: “Cookies or not, your audience is everywhere. Your strategy should be, too.”
While many marketers sit idle, CMA clients are using this window to:
- Audit and strengthen their data collection practices.
- Automate CRM-based campaigns that scale.
- Shift creative strategies to emphasize trust, not tracking.
- Streamline member and customer engagement across platforms.
Ready to Move from Reaction to Resilience?
Google’s delay is temporary. Your strategy shouldn’t be.
CMA helps associations, businesses and event planners future-proof their marketing, outreach and engagement efforts, so they can thrive in a changing digital landscape.
“When you build a resilient strategy, it doesn’t matter what Chrome does,” Amato says. “You’re already ahead.”