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July 29, 2024

Google Won’t Deprecate Chrome Support for Third-Party Cookies After All

After years of prodding digital marketers to prepare for a future without third-party cookies, Google has apparently changed its mind, evoking a range of reactions from across the industry.

According to this week’s announcement, the search giant will not deprecate support for third-party cookies in its Chrome browser after all.

Not now, not in 2025, and evidently, not ever.

Industry reaction has been mixed. Some are surprised, while others swear they saw this coming given the current state of the Privacy Sandbox.

On the other hand, plenty of marketing managers are dismayed or even angry their teams devoted so much time to preparing for the demise of third-party cookies, only for Google to come out years later and say essentially, “Actually, you know what? Nevermind.”

But this course correction doesn’t mean we can all expect a return to business as usual. In fact, it’s all the more reason to focus on developing robust, dynamic means of targeting, attribution, and remarketing.

Here’s a breakdown of the latest news and how it will impact digital marketers moving forward.

What’s the Latest on Google and Third-Party Cookies?

The bottom line: Third-party cookies will remain active in Chrome.

However, Google is in talks with regulators about a “new experience” in Chrome that will let users “make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.”

So, while we won’t be forced into a new era of zero-party and first-party data collection just yet, users will soon have greater control over their browsing data and how it’s shared—if it’s shared at all.

That means zero-party and first-party data collection will become vital in the years to come as data-dependent marketing processes such as attribution and remarketing become increasingly convoluted and potentially less meaningful.

Key Takeaways:

Chrome will continue to support third-party cookies for the foreseeable future.
Google is developing a new Chrome “experience,” giving users more information about their online privacy and more control over the data they choose to share while browsing.
Privacy Sandbox APIs will remain publicly available, and development will continue.
IP Protection will be coming to Chrome’s Incognito mode as early as 2025.

Why Did Google Change Its Mind on Third-Party Cookies in Chrome?

A digital marketer looks confused as they stare at a laptop screen displaying the Google Chrome logo along with floating web windows displaying third-party cookies.

Google announced the removal of third-party cookies all the way back in 2020, with the removal initially slated for 2022.

Since then, Google postponed the end of third-party cookies three times, most recently in April 2024, just a few months after disabling third-party cookie support for 1% of Chrome users to start the year.

What had been a plan to complete deprecation by Q3 was delayed again as Google faced concerns from UK regulators and ecosystem stakeholders. The deprecation process was paused, with a plan to resume in early 2025 pending further testing, giving businesses more time to prepare.

But now that postponement has turned into a full cancellation.

Per usual, Google hasn’t exactly gone out of its way to illuminate each of the factors behind this decision.

Here’s the relevant portion of what they did say:

“…we recognize [the transition from third-party cookies to Privacy Sandbox APIs] requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising.”

That language could be interpreted to mean that Google realizes the ecosystem simply isn’t ready to lose third-party cookies.

Earlier in the same statement, Google mentioned the feedback they received from stakeholders, including regulators, publishers, industry groups, and advertisers.

“This feedback has helped us craft solutions that aim to support a competitive and thriving marketplace that works for publishers and advertisers, and encourage the adoption of privacy-enhancing technologies.”

“Early testing from ad tech companies, including Google, has indicated that the Privacy Sandbox APIs have the potential to achieve these outcomes,” the statement continued.

Notice any interesting language there?

How about the word potential? If the Privacy Sandbox APIs have the potential to achieve those outcomes, one could assume they likely aren’t capable of such achievements just yet.

So it’s logical to conclude that the ecosystem isn’t the only entity not ready to lose third-party cookies in Chrome. Perhaps API development wasn’t progressing at a pace that would’ve allowed Google to meet its own (thrice-delayed) timelines.

How Will This Impact Digital Marketers?

The status quo will continue for the immediate future, and we can continue to enjoy the third-party cookies we thought were doomed.

But marketers should expect changes just over the horizon. When Chrome’s new experience rolls out, it’s likely that a significant portion of users—perhaps even the majority—will tighten their privacy controls to the greatest extent possible.

That means any work your team has already performed to start collecting zero- and first-party data is still time well spent. Continuing to build this data collection into your funnels and site experience will pay dividends as the analytics landscape becomes increasingly fractured.

If you haven’t explored the Privacy Sandbox and considered which of its APIs could become valuable assets to your business, there’s no time like the present.

The quality of your data is crucial for maximizing the ROI of your marketing efforts and driving new revenue. Increasing uncertainty about the future of analytics makes investment in this area all the more valuable.

Build a Future-Proof Growth Strategy with VELOX Media

A group of digital marketing professionals gather around a large-sized crystal ball with the Google logo encased within. The professionals are studying this ball and understanding what the future holds.

Change is the only constant in digital marketing, and your bottom line depends on whether you’re prepared for each Google algorithm update or browser alteration. Superior business intelligence is essential for growth, and the right partner can make all the difference.

VELOX, a revenue-focused digital marketing agency, is recognized as a Google Premier Partner because we consistently exceed client expectations. We use leading-edge research and technology to build tailored strategies, then leverage our full suite of SEO, PPC, and SMM capabilities to drive exponential results.

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