Google scraps plans to kill third-party cookies in Chrome


Google is backtracking and will not phase out third-party cookies in Chrome as previously planned, instead opting for a new approach that gives more control to users, the company announced today.

Why we care. The move marks a significant shift in Google’s privacy strategy and will come as a relief to many in the advertising industry who have been working to prepare for a cookie-free future.

Details:

  • Google will introduce a “new experience” in Chrome that will allow users to make informed choices about the privacy of their web browsing.
  • Privacy Sandbox APIs will continue to be developed and made available as alternatives.
  • Google is discussing this pivot with regulators, including the UK’s CMA and ICO.

By the numbers. Recent tests of Privacy Sandbox technologies have shown promising results, according to Google:

  • Recovered 89% of advertiser spend on Google display ads.
  • Recovered 97% of conversions per dollar in Google display ads.
  • 55% recovery of remarketing spend for Google Ads.

Between the lines. The move suggests Google is trying to balance privacy concerns with the needs of the advertising industry and its own business model.

What they say. Anthony Chavez, vice president of Privacy Sandbox, wrote in a blog post:

  • “We developed Privacy Sandbox with the goal of finding innovative solutions that dramatically improve online privacy while preserving an ad-supported Internet.”

The big picture. The move follows more than four years of back-and-forth and multiple delays in Google’s plans to phase out third-party cookies.

What’s next. Google did not provide a specific timeline for the new approach, likely to avoid the pitfalls of previous delays.


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About the author

Anu Adegbola

Anu Adegbola was Paid Media Editor of Search Engine Land since 2024. It covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career began with

lead digital marketing campaigns (primarily, but not exclusively, paid search) by strategizing, maximizing ROI, automating repetitive processes, and improving the efficiency of every part of marketing departments through leadership inspiring on the agency side as well as on the client and marketing technology side.

Outside of Search Engine Land article editing, she is the founder of the PPC networking event – PPC Live and the host of weekly PPCChat Roundup podcast.

She is also an international speaker with some of the stages she has presented on SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon. , PPC Chat Live, AdWorld Experience (Bologna) and more.