Cookieless Tracking and the Future
With browsers phasing out third-party cookies, the way websites measure and target audiences is changing. Understanding the alternatives helps you plan without falling foul of privacy law.
This is general guidance on where tracking is heading.
Why Cookies Are Fading
Privacy concerns and browser changes have made third-party cookies unreliable. Regulators and users alike expect greater transparency and control over tracking.
Emerging Approaches
- First-party data collected directly with consent.
- Server-side analytics that minimise data collection.
- Aggregated, privacy-preserving measurement.
- Contextual targeting based on page content, not people.
Compliance Still Applies
Cookieless does not mean consent-free. If a technique still stores information on a device or processes personal data, the same transparency and consent rules generally apply.
Frequently Asked Questions
Is fingerprinting a good cookie replacement?
No — device fingerprinting is more intrusive than cookies and is treated strictly by regulators. It is best avoided.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.