Google is officially pulling the plug on third-party cookies. Privacy laws are tightening. Users are opting out of tracking.
For years, sales and marketing teams have relied on cookies to track who’s interested, what they’re researching, and when they might be ready to buy. Now, the cookie apocalypse is here—and businesses that don’t adapt will be flying blind.
So what does this mean for intent data? Is it still reliable, or is this the beginning of the end? Let’s break it down.
Third-party cookies have powered digital advertising and tracking for years. But they’ve also been a privacy nightmare, allowing companies to:
🚩 Track users across websites without consent
🚩 Build detailed profiles based on browsing behavior
🚩 Sell and share data without transparency
Regulators and tech companies are finally putting an end to it.
✔ Google is blocking third-party cookies in Chrome (following Safari and Firefox, which already did).
✔ Privacy laws like GDPR & CCPA are cracking down on data tracking without consent.
✔ Users are demanding more control over their personal data.
For marketers, this means less visibility into buyer behavior—unless they shift strategies.
Intent data providers that rely on third-party cookies are in trouble. Without cookies, they lose access to:
❌ Cross-site tracking – No more following users across different websites.
❌ Retargeting insights – Ad platforms will no longer track people across multiple sites.
❌ Behavioral data from third-party sources – Data providers who depended on cookies will have major gaps.
But here’s the good news—not all intent data relies on cookies. The future belongs to first-party, consent-based tracking and smarter intent signals.
Here’s how intent data is evolving without third-party cookies:
✔ First-Party Data Becomes King – Website visits, CRM activity, and product usage data will be the most accurate, compliant, and valuable sources of intent.
✔ Contextual Intent Tracking – Instead of tracking users across websites, intent data will be based on content engagement within a single platform.
✔ AI & Predictive Analytics – Machine learning will help fill in the gaps by analyzing patterns and trends instead of relying on cookies.
✔ Privacy-First Data Collection – The future of intent data will be based on consent-driven insights, meaning users will have more control over how their data is used.
If you’re still relying on cookie-based tracking, now is the time to shift. Here’s what to do:
1️⃣ Double down on first-party intent data. Track website visitors, email engagement, and CRM activity—these are your best sources.
2️⃣ Leverage second-party data partnerships. Work with publishers and industry sites that collect their own first-party data.
3️⃣ Use AI-powered predictive insights. Instead of relying on tracking cookies, analyze buying patterns and engagement trends.
4️⃣ Prioritize privacy and compliance. Make sure your intent data strategy is GDPR, CCPA, and privacy-law compliant.
5️⃣ Test new intent data sources. Not all third-party intent data will disappear, but you need to vet providers carefully to ensure they’re adapting.
The cookie apocalypse isn’t the end of intent data—it’s just forcing companies to do it the right way. Businesses that embrace first-party data, consent-driven tracking, and AI-powered insights will be the ones that win.
Want to see how high-quality, cookieless intent data works?
View the Intent Data Slide Deck to see what’s next. If you’re ready to use intent data that actually works in a privacy-first world, you can purchase it here.
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