Google Decides To Keep Third Party Cookies (For Now)

Google has just announced that it won't be killing third-party cookies in its Chrome browser as previously planned. Instead, the tech giant is offering users more control over their web browsing experience, allowing them to make informed choices about how their data is used. This marks a big change from Google's earlier intention to phase out third-party cookies by early 2025.

In a recent blog post, Anthony Chavez, Google's Vice President for Privacy Sandbox, explained the shift in strategy. Rather than completely removing third-party cookies, Google plans to introduce a new feature in Chrome. This will let users decide how they want their browsing data to be handled, and they'll be able to change these settings at any time.

This change is important for both advertisers and website publishers, many of whom rely on cookies to track users and serve targeted ads. Google has acknowledged that removing cookies could negatively impact these industries, which is part of why they’ve altered their plans.

Google Announces Cookies Will Remain (for now)

Why the Change?

Google has been working on an initiative called Privacy Sandbox, which is supposed to be a safer, privacy-friendly alternative to third-party cookies. However, the rollout has faced multiple delays due to concerns from regulators and the advertising industry. Originally, Google intended to phase out cookies by the end of 2022, but the deadline has been pushed several times, most recently to 2025.

A key reason for the delays has been feedback from industry stakeholders and regulatory bodies, like the UK's Competition and Markets Authority (CMA). Some regulators worry that Google's Privacy Sandbox could limit competition and give Google too much control in the online advertising world. Because of this, the project has been under heavy scrutiny, leading to more time for testing and discussions with industry leaders.

What’s Next?

In early 2024, Google started testing a new feature called Tracking Protection. This feature blocks third-party cookies by default for a small percentage of Chrome users, marking the first step in Google’s gradual shift towards more privacy controls. However, Google has decided not to rush into a complete phase-out of cookies just yet.

Google’s new plan is to keep third-party cookies for the time being while offering users more options to manage their privacy. For example, Chrome’s Incognito mode will soon come with extra features like IP Protection. Chavez also hinted that more improvements are coming to the Privacy Sandbox, and that Google is in talks with regulators to make sure their new approach is fair for everyone.

For now, advertisers and publishers can breathe a sigh of relief, as they’ll continue to use third-party cookies to track users and measure ad performance. But with privacy becoming an ever more important issue, it's clear that changes are still on the horizon—just not as soon as originally expected.

Final Thoughts

Google’s decision to delay the death of third-party cookies is significant for both users and the digital advertising world. While this move buys time for advertisers, it also gives users more control over their data. As the tech landscape continues to evolve, staying informed about these changes will be key for both businesses and everyday internet users.