--- title: Google is saying goodbye to third-party cookies description: What does Google's announcement eliminating third-party cookies mean for nonprofits? Here's our perspective. image: https://blog.rkdgroup.com/hubfs/210111-RKD-Google-is-saying-goodbye-to-third-party-cookies-Doodle-v2.jpg --- [![](https://blog.rkdgroup.com/hs-fs/hubfs/210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png?width=157&name=210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png)](https://blog.rkdgroup.com) - [Solutions](https://rkdgroup.com/services/) - [Mid-Level Giving](https://rkdgroup.com/services/mid-level-giving/) - [Monthly Giving](https://rkdgroup.com/services/monthly-giving/) - [Lapsed Giving](https://rkdgroup.com/services/lapsed-giving/) - [Personalization](https://rkdgroup.com/services/personalization/) - [Connectors](https://rkdgroup.com/services/connectors/) - [Machine Learning](https://rkdgroup.com/services/machine-learning/) - [Marketing + Fundraising](https://rkdgroup.com/services/marketing-fundraising/) - [Audience Development](https://rkdgroup.com/services/audience-development/) - [Creative Services](https://rkdgroup.com/services/creative-services/) - [Data Management](https://rkdgroup.com/services/data-management/) - [Strategic Planning](https://rkdgroup.com/services/strategic-planning/) - [Analytics](https://rkdgroup.com/services/analytics/) - [Causes](https://rkdgroup.com/causes/) - [Animal Care](https://rkdgroup.com/causes/animal-care/) - [Food Banks](https://rkdgroup.com/causes/food-banks/) - [Health + Hospitals](https://rkdgroup.com/causes/health-hospitals/) - [Humanitarian](https://rkdgroup.com/causes/humanitarian/) - [Missions](https://rkdgroup.com/causes/missions/) - [Salvation Army](https://rkdgroup.com/causes/the-salvation-army/) - [Results](https://rkdgroup.com/results/) - [Acquisition](https://rkdgroup.com/results?cat=acquisition) - [Digital](https://rkdgroup.com/results?cat=digital) - [Mid-Major Programs](https://rkdgroup.com/results?cat=mid-major-programs) - [Advanced Analytics](https://rkdgroup.com/results?cat=advanced-analytics) - [Direct Mail](https://rkdgroup.com/results?cat=direct-mail) - [Multichannel Strategy](https://rkdgroup.com/results?cat=multichannel-strategy) - [Data Management](https://rkdgroup.com/results?cat=data-management) - [Media](https://rkdgroup.com/results?cat=media) - [Website Development](https://rkdgroup.com/results?cat=website-development) - [Resources](https://rkdgroup.com/insights/) - [Blog](https://blog.rkdgroup.com/) - [Benchmarks](https://info.rkdgroup.com/benchmarks) - [Webinars](https://info.rkdgroup.com/webinars) - [Ebooks + Research](https://info.rkdgroup.com/ebooks-research) - [Podcast](https://info.rkdgroup.com/group-thinkers-nonprofit-marketing-podcast) - [Field Guides](https://info.rkdgroup.com/field-guides) - [About Us](https://rkdgroup.com/about/) - [Leadership](https://rkdgroup.com/about/leadership/) - [Careers](https://rkdgroup.com/about/careers/) - [Let's Chat](https://rkdgroup.com/lets-chat/) #### Subscribe to our blog ### Subscribe to Email Updates ## Featured Post   [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ## [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) Premier Marketing Agency Bolsters Conceptual Creative Capabilities by Acquiring Award-Winning Agency PLANO, Texas, July 27, 2026 — Today, RKD Group, Nor\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [Direct Mail Fundraising](https://blog.rkdgroup.com/topic/direct-mail-fundraising) [Multichannel](https://blog.rkdgroup.com/topic/multichannel) [Fundraising](https://blog.rkdgroup.com/topic/fundraising) [Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) [RKD](https://blog.rkdgroup.com/topic/rkd) [Brand](https://blog.rkdgroup.com/topic/brand) [Read More](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard)   [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) ## [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) Someone at your organization “owns” paid media. Someone else—often younger and under resourced—runs the social accounts. A third person (or maybe no one\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [SEO](https://blog.rkdgroup.com/topic/seo) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) [Social Media](https://blog.rkdgroup.com/topic/social-media) [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) [Read More](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) ## Recent Posts [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) # Google is saying goodbye to third-party cookies By [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) ![](https://fast.wistia.com/embed/medias/uqnr3z4ugl/swatch) Google recently [announced](https://blog.chromium.org/2020/01/building-more-private-web-path-towards.html) that it will be eliminating third-party cookies over the next two years. This effort aims to improve online privacy for consumers. Let's break down what that means for nonprofit organizations and their [digital media](https://rkdgroup.com/services/media/) plans in the future. ### WHAT ARE THIRD-PARTY COOKIES? [Third-party cookies](https://www.pcmag.com/encyclopedia/term/third-party-cookie) are data files created by website domains other than the one a user is visiting. They provide insightful understandings about website traffic. The data storage is used to identify a visitor’s digital footprint, personalize website experiences and track specific browsing history for cross-site tracking and retargeting. You’re not alone if this news and the subsequent reactions have left you feeling a little confused on what this means for your nonprofit organization’s digital efforts. Over the last few weeks, many groups have [voiced their opinions](https://www.thedrum.com/news/2020/01/17/ana-and-4as-say-google-s-cookie-cull-will-choke-adtech-firms-economic-oxygen) on the announcement – ranging from praise to criticism. Remember when everyone had to go from regular websites to secure websites? Everyone panicked, but in the end we’re all better off. ### HERE’S OUR PERSPECTIVE AND PREDICTIONS FOR THE FUTURE Despite some of the articles you’ve probably seen, it isn’t all doom and gloom. Advertisers will still get their brand in front of their audience. Similar to Facebook, Google could be attempting to build their own walled garden, positioning themselves as the end-all-be-all for advertising consumer data. Both tech giants have an increasing hold on consumer data. By getting rid of third-party cookies, advertisers may have to go straight to the source – Google – if they want to use that data for digital media efforts. ### HOW WILL THIS AFFECT THE WAY IN WHICH NONPROFITS ARE ABLE TO UTILIZE DATA WITHIN DIGITAL MEDIA? There’s no need to panic. Although this may seem intimidating, this will ultimately have the biggest effect on those who use retargeting on a regular basis. These changes could put more of an emphasis on search and content advertising, which are both still powerful options. The good news is nonprofits will still be able to target their donors with relevant information. RKD’s list of vendors include key programmatic advertisers and demand side platforms (DSP) that hold a standing partnership with Google. That means they have already begun the groundwork for securing a solution. In addition, the use of first-party data will continue to sustain a large emphasis in website learnings. This puts us – and you – in a great position when it comes to digital advertising. For nonprofits, building your targeting off your first-party donor data is always the way to go. Relying on your CRM data will become an even more effective solution as we move away from third-party cookies. To sum it all up – two years is a long way away, so a lot is still unknown. However, with the current workarounds in place, the strength of our vendors and your donor data, we’re able to help you navigate this change smoothly. ### [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) Shane Thornal is an accomplished leader in the digital marketing landscape and currently serves as Senior Vice President, Digital Media at RKD Group. With deep expertise in media strategy, buying and operations, Shane brings a strategic and analytical approach to every campaign—asking the right questions, identifying opportunities and driving performance forward. A focused and highly dedicated professional, Shane excels at building and leading high-performing teams. He is known for his strong industry knowledge, his ability to motivate others and his instinct for pulling the right levers to maximize results. Shane is unwavering in his commitment to his clients’ goals and objectives. His drive, work ethic and strategic mindset ensure that he continuously pushes toward excellence—never resting until success is achieved. #### Leave a comment: Previous ##### [New kids on the block: How to include young donors in your engagement strategy](https://blog.rkdgroup.com/new-kids-on-the-block-how-to-include-young-americans-in-your-donor-engagement-strategy) Next Post ##### [How local and regional nonprofits can invest in brand marketing](https://blog.rkdgroup.com/how-local-and-regional-nonprofits-can-invest-in-brand-marketing) ### Search GroupThinkers ![](https://cdn2.hubspot.net/hubfs/459002/Assets%20Apr/magnifying-glass.png) [![GP FG - Blog Rail 340x340](https://blog.rkdgroup.com/hs-fs/hubfs/GP%20FG%20-%20Blog%20Rail%20%20340x340.png?width=340&name=GP%20FG%20-%20Blog%20Rail%20%20340x340.png "GP FG - Blog Rail 340x340")](https://info.rkdgroup.com/givingpulse-field-guide-q1-2024-access) [![MidYear Benchmarks-Sidebar_SolidGold](https://blog.rkdgroup.com/hs-fs/hubfs/MidYear%20Benchmarks-Sidebar_SolidGold.png?width=340&name=MidYear%20Benchmarks-Sidebar_SolidGold.png "MidYear Benchmarks-Sidebar_SolidGold")](https://info.rkdgroup.com/donor-trust-access) - 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We have a team of experts with deep skill sets in direct response marketing. [connect@rkdgroup.com](mailto:connect@rkdgroup.com) [1 800 222 6070](tel:1-800-222-6070) [Privacy policy](https://rkdgroup.com/privacy-policy) - - - ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Shane Thornal", "url" : "https://blog.rkdgroup.com/author/shane-thornal" }, "dateModified" : "2022-06-15T16:15:49.624Z", "datePublished" : "2020-02-11T15:17:55.000Z", "headline" : "Google is saying goodbye to third-party cookies", "image" : [ "https://blog.rkdgroup.com/hubfs/210111-RKD-Google-is-saying-goodbye-to-third-party-cookies-Doodle-v2.jpg" ], "mainEntityOfPage" : { "@id" : "https://blog.rkdgroup.com/google-is-saying-goodbye-to-third-party-cookies", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.rkdgroup.com/hubfs/RKD-logo-red-tm%20(1).png" }, "name" : "RKD Group" } } ```