In a somewhat unexpected turn of events, Google has announced a shift in its strategy regarding third-party cookies in Chrome. After years of anticipation surrounding their impending deprecation as part of the Privacy Sandbox initiative, Google has now confirmed it will maintain its current approach. Instead of a full phase-out or a new user-facing prompt, users will continue to have the choice to enable or disable third-party cookies within Chrome's privacy settings.
It's important to remember that Chrome isn't the only browser in the ecosystem; Safari and Firefox, for example, have already taken significant steps to block third-party cookies by default, signaling a clear direction towards enhanced user privacy across the web. This decision from Google stands in contrast to the more stringent approaches adopted by some of its competitors.
This marks a notable pivot from Google's initial announcement in 2020, which set the stage for a cookieless future by 2022 (later pushed to 2025). The subsequent proposal in July 2024 for a new user experience around third-party cookie consent has also been superseded.
The ad tech industry's response to this news has been varied. Some may feel a sense of relief, as the complexities and uncertainties surrounding a cookieless future are temporarily alleviated for the browser with the largest global share at 67 percent. The continued availability of third-party cookies, even with user control, offers a degree of familiarity and continuity for existing advertising strategies and measurement.
However, others express concern. The delay in fully addressing third-party tracking raises questions about the long-term evolution of privacy on the web and the potential for continued reliance on potentially intrusive tracking methods. It also underscores the ongoing challenge of balancing user privacy expectations with the needs of the advertising ecosystem.
While the immediate pressure of a hard deadline for third-party cookie deprecation has eased, this development shouldn't be seen as a reason to become complacent. Our core recommendations remain unchanged: building privacy-centric, durable strategies is still essential for long-term success and this news reinforces, rather than replaces, that need. Here are five steady ways marketers can ensure they keep moving forward.
The industry’s shift toward greater user privacy continues and Google's latest decision regarding Chrome does not change that trajectory. Browsers like Safari and Firefox still block third-party cookies by default, impacting a significant share of web traffic today. Furthermore, privacy regulations such as CCPA/CPRA in the U.S. and GDPR in Europe and the U.K. remain in full effect and maintaining a strong consent management strategy is critical for compliance.
Even though Chrome is allowing continued third-party cookie use, marketers must stay committed to privacy-safe practices both to meet legal requirements and to build long-term trust with users. Legal and compliance teams will appreciate a proactive stance that keeps your strategies aligned with regulatory expectations.
The value of your own first-party data remains paramount and this news doesn't change that. Building direct, transparent relationships with your customers and responsibly enriching your data foundation is essential. A strong first-party strategy ensures resilience no matter how browser policies or regulations evolve.
Even with third-party cookies staying in Chrome, it’s not a full return to the old world of digital advertising. A significant share of web traffic — including those users with browsers already blocking third-party cookies by default — remains outside traditional tracking and growing privacy awareness means more users are choosing to opt out when given the option.
Relying solely on third-party cookies will leave critical gaps in audience reach. Enhancing contextual targeting ensures campaigns stay effective and privacy-aligned no matter how the ecosystem evolves.
Adapt your measurement strategies to gain a holistic understanding of campaign performance while respecting user choices. Explore aggregated and modeled data solutions and fully leverage platforms like Google Analytics 4 (GA4), which are designed with privacy in mind.
Remember that although Chrome users now have the option to manage third-party cookie settings within their privacy controls, the visibility of these controls remains relatively low compared to browsers like Safari and Firefox, where blocking is the default. Without a major new user-facing prompt from Google, most Chrome users are unlikely to actively change their settings. Still, this underscores the importance of providing transparent and valuable experiences that encourage users to engage with your brand positively.
While the immediate future for third-party cookies in Chrome remains unchanged, the broader conversation around privacy and data in advertising will undoubtedly continue. Adswerve remains committed to helping marketers navigate this evolving landscape. We encourage you to continue exploring privacy-enhancing technologies, building strong first-party data strategies and focusing on delivering valuable and relevant experiences to your audiences. Stay tuned for further updates and insights as the industry adapts to this latest development.
Looking for more ways to ensure your marketing strategies keep moving forward? Reach out and see how our knowledgeable team can set you up for success.