The End of Third-Party and Google Tag Manager

Will the End of Third-Party Cookies Break CMP Integration with Google Tag Manager? 

Why a Consent Management Platform like byscuit is more relevant than ever

In the near future, Google Chrome will officially phase out the use of third-party cookies, reshaping how businesses approach advertising, analytics, and user tracking.
Contrary to popular belief, this shift does not prevent Consent Management Platforms (CMPs) like byscuit from integrating with Google Tag Manager (GTM) — in fact, their role becomes even more critical.

GTM is not going anywhere — and neither are CMPs

Google Tag Manager (GTM) remains a key tool in the digital stack. It allows marketers and developers to deploy, update, and manage scripts (tags) on a website without changing the source code.

A CMP like byscuit can still connect with GTM in several powerful ways:

• Blocking unauthorized tags until the user gives consent
• Injecting consent variables into the dataLayer dynamically
• Supporting Google Consent Mode v2, updated to meet requirements in the EU and other regulated markets

What’s changing: the cookies, not the tools

It’s the third-party cookies that are disappearing — not the tags, scripts, or tracking tools themselves.

In other words:

• A Facebook Pixel or Google Ads tag can still be deployed via GTM
• But if it depends on third-party cookies, it will no longer collect certain data
• It’s the browser (Chrome) that blocks this behavior — not GTM or your CMP

CMP + GTM = A smarter, compliant setup

In this new context, the role of a CMP like byscuit becomes even more strategic:

• It centralizes user choices (accept, refuse, customize)
• It passes consent signals to GTM (via the dataLayer)
• It controls the firing of tags based on consent type
• It supports the shift to first-party and cookieless strategies

What about Google Consent Mode?

With the rollout of Google Consent Mode V2, platforms like Google Analytics 4, Ads, and Floodlight now require that consent be explicitly managed via a CMP and passed into GTM correctly.

byscuit is fully designed to support this integration, while staying compliant with Canadian privacy laws (Law 25), European GDPR standards, and other international regulations.

Conclusion

The end of third-party cookies does not mean the end of CMPs or Google Tag Manager.
Instead, it signals a new era where consent becomes the foundation of every responsible digital strategy.

With a solution like byscuit, you’re ready for this shift — compliant, privacy-focused, and performance-driven.

Want to see how byscuit integrates with Google Tag Manager in action?
Talk to our team today