The web has brought a wide range of free services and capabilities to users such as email, social media, online shopping, streaming video, and many others. These services rely on an economic model that depends on tracking users and identifying audiences for targeted advertising.

Today, increasing concerns about user privacy, data breaches, and the misuse of personal information have led to a growing demand for enhanced privacy protections. Such demands have prompted significant changes in how the web operates, including the imminent deprecation of Third-Party Cookies (3PC).

With major web browsers phasing out support for third-party cookies, businesses, developers, and marketers face the need to reimagine their strategies. In this talk, I will delve into the impact of the impending 3PC deprecation for the and explore practical strategies for preparing and adapting to this transformative shift.

The talk will consist of two parts. The first part will have four brief sections. (1) We will begin with a brief overview of Cookies as a State Management mechanism, understanding the properties of cookies which makes them vulnerable to misuse, and understanding what exactly will change when 3P Cookies are deprecated; (2) we will then discuss how existing and new Web Platform capabilities can be used to refactor implementation that rely on 3P cookies today; (3) next we will review the tools and resources available to help developers navigate the transition to a web platform without 3P cookies; (4) we will give the audience a scripted approach they can follow to prepare and get ready for the deprecation of 3P cookies.

The second part of the talk will explore the importance of embracing privacy-centric technologies which offer a privacy-first approach to ad targeting and measurement, allowing businesses to reach their target audiences without sacrificing user privacy.

The countdown to the 3PC deprecation has already begun, and it is essential to be proactive in our approach. This talk seeks to equip attendees with the knowledge and tools needed to be at the forefront of embracing change and safeguarding user privacy while ensuring business continuity.