Google announced on Monday that it will not eliminate third-party cookies in Chrome. Instead, it will introduce a new experience in the browser that enables users to make informed choices about their web browsing preferences, according to a blog post by the company. Google noted that removing cookies would negatively impact online publishers and advertisers. This announcement marks a notable shift from Google’s earlier plans to phase out third-party cookies by early 2025.
“[We] are proposing an updated approach that elevates user choice,” wrote Anthony Chavez, vice president of Google’s Privacy Sandbox initiative. “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time. We’re discussing this new path with regulators, and will engage with the industry as we roll this out.”
Chavez also mentioned that Google will now prioritize giving users more control over their browsing data. This includes enhanced privacy controls like IP Protection in Chrome’s Incognito mode and ongoing improvements to Privacy Sandbox APIs.
Google’s decision is a relief for advertisers and publishers who depend on cookies to target ads and measure performance. Over the past few years, the company’s plans to eliminate third-party cookies have faced multiple delays and regulatory challenges. Initially, Google aimed to phase out these cookies by the end of 2022, but the deadline was pushed to late 2024 and then to early 2025 due to various obstacles and feedback from stakeholders, including advertisers, publishers, and regulatory bodies like the UK’s Competition and Markets Authority (CMA).
In January 2024, Google started rolling out a new feature called Tracking Protection, which restricts third-party cookies by default for 1% of Chrome users globally. This move was seen as the first step toward completely eliminating cookies. However, concerns and criticism about the readiness and effectiveness of Google’s Privacy Sandbox, a collection of APIs designed to replace third-party cookies, prompted further delays.
The CMA and other regulatory bodies have expressed concerns about Google’s Privacy Sandbox, fearing it might limit competition and give Google an unfair advantage in the digital advertising market. These concerns have led to extended review periods and additional scrutiny, complicating Google’s timeline for phasing out third-party cookies. Shortly after Google’s Monday announcement, the CMA said that it was “considering the impact” of Google’s change of direction.
