Google scraps plans to kill third-party cookies in Chrome

Google won't deprecate third-party cookies after years of promising to do so. Google will introduce a new experience in Chrome.

Google is reversing course and won’t phase out third-party cookies in Chrome as previously planned, instead opting for a new approach that gives users more control, the company announced today.

Why we care. This decision marks a significant shift in Google’s privacy strategy and will come as a relief to many in the advertising industry who have been scrambling to prepare for a cookieless future.

Details:

• Google will introduce a “new experience” in Chrome that will allow users to make informed choices about their web browsing privacy.
• The Privacy Sandbox APIs will continue to be developed and made available as alternatives.
• Google is discussing this pivot with regulators, including the UK’s CMA and ICO.

By the numbers. Recent tests of Privacy Sandbox technologies showed promising results, according to Google:

• 89% recovery of advertiser spend in Google Display Ads.
• 97% recovery of conversions per dollar in Google Display Ads.
• 55% recovery in remarketing spend for Google Ads.

Between the lines. This move suggests Google is trying to balance privacy concerns with the needs of the ad industry and its own business model.

What they’re saying. Anthony Chavez, VP of Privacy Sandbox, wrote in a blog post:

• “We developed the Privacy Sandbox with the goal of finding innovative solutions that meaningfully improve online privacy while preserving an ad-supported internet.”

The big picture. This decision follows more than four years of back-and-forth and multiple delays in Google’s plans to phase out third-party cookies.

What’s next. Google hasn’t provided a specific timeline for the new approach, likely to avoid the pitfalls of previous delays.