Third-party cookies are disappearing—and that’s not a future problem. It’s already reshaping how marketers, DevRel teams, and growth folks engage with users.
So what’s filling the gap?
Here’s what we’re seeing work right now:
1. First-Party Data is Everything
Brands are doubling down on collecting quality first-party data—email interactions, product usage, feedback forms, and even community signals. It’s not just about collecting data—it’s about actually using it to personalize content and experiences in a way that feels respectful and helpful.
2. Contextual Targeting is Having a Moment
Remember when context mattered more than the user profile? We’re back. Matching content and ads based on the actual page or topic (not the person) is delivering solid results—especially in developer-focused environments where trust is everything.
3. Engagement-Based Segmentation
Instead of asking who the user is, ask what they did. Did they read your docs three times this week? Share your GitHub repo? That behavior now guides what follow-up message or campaign they see next.
4. Zero-Party Data is Underrated
People will tell you what they want—if you ask. Short polls, onboarding quizzes, or simple preference selectors help personalize without surveillance. The key: keep it honest, lightweight, and valuable.
5. CDPs & Privacy-First Analytics
Tools like Segment, RudderStack, and Plausible are enabling clean, consent-friendly tracking. You don’t need to know everything—just what matters most to your users.
Curious to hear what others are experimenting with.
How are you rethinking behavioral targeting now that cookies are fading?
What’s been surprisingly effective—or surprisingly hard?
Let’s swap notes 
