After years of planning, testing, and public declarations, Google has decided not to phase out third-party cookies in Chrome—at least not anytime soon. That’s right: the tracking technology many had expected to vanish from the web’s most popular browser will live to see another day.
Here’s what happened, and why it matters.
A Quick Recap: What Are Third-Party Cookies?
Third-party cookies are the behind-the-scenes tools websites use to track user behavior across different domains. Advertisers rely on them for everything from retargeting to performance analytics. Google’s plan, originally announced in 2020, was to eliminate them from Chrome in favor of a more privacy-focused solution: the Privacy Sandbox.
The original deadline? 2022. Then 2023. Then... you get the idea.
The Turnaround: Why Google Is Keeping Cookies (for Now)
In an announcement covered by Ars Technica, Google confirmed that third-party cookies aren’t going anywhere—at least not under the current plan. Here’s why:
- Regulatory concerns: Authorities like the UK’s Competition and Markets Authority worried that Google's Privacy Sandbox could hurt competition by consolidating even more control under Google.
- Industry feedback: Advertisers and publishers raised concerns that removing cookies could disrupt their ability to measure and optimize digital campaigns. Some brands even expressed “a sense of relief,” according to Modern Retail.
- Technical challenges: The Privacy Sandbox is still in development, and many in the industry feel it’s not yet a suitable replacement. Google seems to agree.
What This Means (Besides Less Panic)
While some marketers may be happy to keep the cookie jar full a little longer, the broader trend toward privacy is still in motion. Other browsers like Safari and Firefox have already phased out third-party cookies. Consumer expectations around data privacy are only getting stronger.
So yes, third-party cookies are sticking around in Chrome—for now. But relying on them forever? Probably not the best move.
Want help navigating the evolving world of digital privacy? At Morris Agency, we’re staying one step ahead—so you don’t have to. Let’s chat.