Google’s U-Turn on Third-Party Cookies in Chrome
Blog
Jul 26
In a move that has caught the digital marketing world by surprise (or perhaps not), Google announced it will not phase out third-party cookies in its Chrome browser. This announcement, which diverges from the anticipated shift toward a cookie-less web, highlights Google’s intention to offer a new Chrome experience. Instead of eliminating third-party cookies, Google plans to introduce a new experience in Chrome, empowering users to make an informed choice about their web browsing activities.
“Google’s decision to delay the deprecation of third-party cookies in Chrome is not entirely surprising, given their history of postponements. Despite this, businesses and agencies had no choice but to prepare for a cookieless future based on Google’s initial plans,” said Adtaxi’s Director of QA and Tech, Ethan Mowery.
The History and Initial Reason for the Phase-Out
To understand this decision, we need to revisit why Google initially planned to phase out third-party cookies. In 2020, Google announced that by 2022, Chrome would no longer support third-party cookies. This move was part of a broader effort to enhance user privacy and data security. Third-party cookies have long been criticized for enabling invasive tracking practices, which many users find unsettling. In 2021, Google said it would phase out third-party cookies by 2023. However, it pushed the deadline back three times.
From our perspective, the planned phase-out was a double-edged sword. On the one hand, we enthusiastically supported the movement towards enhanced user privacy and more ethical data practices. However, the reality is that third-party cookies are integral to targeted advertising, campaign tracking, and performance analytics. This shift posed significant challenges, especially for small to medium-sized businesses that depend on these tools for their digital marketing success.
“The industry is frustrated by the resources spent on preparations, and it now seems that accountability has shifted to the end users,” Mowery said. “It’s important to note that Google’s decision affects all ad technologies reliant on third-party cookies. While it may appear self-serving, this delay offers the industry more time to adapt to inevitable changes.”
Google recently extended the deadline for phasing out third-party cookies to 2025, shifting its original timeline. This initial timeline spurred marketers and businesses to urgently seek alternative tracking methods and invest heavily in first-party data strategies. However, Google’s latest announcement indicates a halt in this deprecation plan. While this development provides immediate relief, it highlights the necessity for sustainable solutions that effectively balance privacy concerns with impactful marketing strategies.
Why Did Google Change Its Mind?
The reasons behind Google’s change of heart are multifaceted. This shift was detailed in a blog post on July 22 by Anthony Chavez, the vice president of Privacy Sandbox—a Google initiative aimed at phasing out third-party cookies.
Google has taken into account feedback from various stakeholders, including the UK’s Competition and Markets Authority (CMA), Information Commissioner’s Office (ICO), publishers, web developers, standards groups, civil society, and the advertising industry.
Early tests by ad tech companies, including Google, show that the Privacy Sandbox APIs can support a competitive marketplace for publishers and advertisers while promoting privacy-enhancing technologies. Google anticipates that as more companies adopt these APIs, their performance will improve. However, they also acknowledge that this shift will require significant effort from all involved and will impact publishers, advertisers, and everyone in online advertising.
In response to recent feedback, Google is proposing a new approach that emphasizes user choice. Instead of getting rid of third-party cookies, Google plans to introduce a feature in Chrome that allows users to make informed decisions about their web browsing preferences, which they can adjust anytime. Google is discussing this new approach with regulators and will work with the industry during the rollout.
Moving forward, developers must have privacy-focused alternatives. Google will continue supporting and improving the Privacy Sandbox APIs to enhance privacy and functionality. They also plan to add more privacy controls, including IP Protection in Chrome’s Incognito mode.
“Don’t get too comfortable. While this delay offers some temporary relief, it doesn’t eliminate the necessity for transformation. We should prepare for the possibility that this is just a postponement. Reading between the lines, it appears there might be an opt-in or opt-out mechanism in the works,” said Mowery.
Google’s decision to extend the use of third-party cookies in Chrome offers a brief respite, giving the industry more time to transition to privacy-focused tracking methods. While this provides temporary relief, the need for innovation remains critical. Marketers should use this opportunity to refine their strategies and prepare for a future where user privacy and data ethics are paramount. Staying proactive and exploring new technologies will be key to ensuring campaigns remain effective and compliant with evolving privacy standards.
“If regulators and consumers push for privacy, the industry must continue to adapt. It’s a reminder that we shouldn’t become complacent,” Mowery said. “At Adtaxi, we plan to maintain our efforts without the immediate pressure of an impending deadline.”
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