Google finally admits Cookies are here to stay

Google has paused its plans to eliminate third-party cookies in Chrome. This marks a major shift, giving marketers more time to rely on traditional tracking methods. In a recent update on the Privacy Sandbox blog, Anthony Chavez, VP of the initiative, confirmed that Chrome will not roll out a standalone prompt urging users to disable third-party cookies. Instead, users can continue to manage these settings manually through Chrome’s Privacy and Security options.

This announcement represents a full reversal of Google’s previous stance, announced in July 2024, when it committed to deprecating third-party cookies in favour of new privacy-focused tools. The reversal means that advertisers can continue leveraging cookies to gather granular user data for cross-site tracking, targeted advertising, and campaign optimisation. Given Chrome’s dominance as the world’s leading browser, this move ensures business-as-usual for the digital ad industry.

However, Google remains under intense regulatory scrutiny, facing multiple antitrust cases, and public pressures for online privacy. While this shift delays disruption, it doesn’t eliminate the need for brands to prepare for a ‘cookie-less’ future. Relying too heavily on third-party cookies may carry increasing reputational risks as consumer awareness of data privacy continues to rise.

In essence, Google’s change buys time for the industry, but it is not a permanent solution. Brands should use this window to accelerate their first-party data strategies and explore more privacy-resilient ways to reach and understand audiences.

Sources: Warc, Harvard Online,