The Demise of Third-Party Cookies and Beacons

Sunil Kishor Pathak

doi:10.70589/JRTCSE.2025.13.1.5

Authors

Sunil Kishor Pathak https://www.linkedin.com/in/sunilkpathak/ Author

DOI:

https://doi.org/10.70589/JRTCSE.2025.13.1.5

Keywords:

Third-party cookies, web beacons, personalized marketing, user behavior analytics, privacy concerns

Abstract

Third-party cookies and web beacons have long been central to personalized marketing and user behavior analytics. However, escalating privacy concerns and stringent regulations, such as GDPR and CCPA, have shifted the digital landscape, prompting browsers to phase out support for these tracking mechanisms. This article explores the business need for third-party cookies and beacons, the privacy challenges they pose, the influence of regulations, and the implications of their decline. Finally, it delves into the future of marketing in a privacy-first era.

References

Pathak, S.K. (2024a). "User Identification Through First-Party Cookies." Journal of Recent Trends in Computer Science and Engineering (JRTCSE). DOI: https://doi.org/10.70589/JRTCSE.2024.5.6.

Pathak, S.K. (2024b). "Exploring User Identification with Third-Party Cookies." Journal of Recent Trends in Computer Science and Engineering (JRTCSE). DOI: https://doi.org/10.70589/JRTCSE.2024.5.8.

Pathak, S.K. (2025c). "Web Beacons and Online User Identification." Journal of Recent Trends in Computer Science and Engineering (JRTCSE). DOI: https://doi.org/10.70589/JRTCSE.2025.13.1.3.

Mozilla Developer Network (MDN). "HTTP Cookies." Retrieved from https://developer.mozilla.org/.

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Google Privacy Sandbox. Retrieved from https://privacysandbox.com/.

Apple Intelligent Tracking Prevention (ITP). Retrieved from https://developer.apple.com/documentation/webkit/intelligent_tra cking_prevention