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Rosslyn Elliott
Rosslyn Elliott has over a decade of experience as a writer, editor, and in-house journalist. She earned a B.A. in English from Yale University and has written professionally in many fields including technology and IT. She has won kudos for her work helping tech startups establish their brands. Having lived all over the USA, Rosslyn has first-hand knowledge of the strengths and quirks of top internet service providers. She now writes on all things internet, including Wi-Fi technology, fiber infrastructure, satellite internet, and the digital divide. As a TV fan, she also enjoys reviewing channel choices and cool gadgets for satellite TV and streaming services. Her personal experience as a researcher, career changer, and remote worker inspires her to guide others to their own online opportunities. After work, she likes to kick back with a good craft beer and speculate about A.I. with friends.
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In a stunning reversal for the digital advertising world, Google announced yesterday that it will not phase out third-party cookies in its Chrome browser as previously planned.
This decision marks a dramatic shift in the tech giant’s previous approach to online privacy and advertising, leaving many in the industry scrambling to understand the implications.
The Original Cookie Phase-Out Plan
Google’s Initial Stance on Privacy
In January 2020, Google stated its intent to eliminate support for third-party cookies in Chrome by 2022. The company presented this move as a significant step towards enhancing user privacy online. However, the deadline faced multiple extensions, with the most recent push targeting 2025 for the complete removal of cookies.
The Privacy Sandbox Initiative
To replace cookies, Google introduced the Privacy Sandbox, a set of proposals aimed at creating privacy-preserving alternatives for digital advertising. This initiative included various experiments designed to balance user privacy with advertisers’ needs:
- Federated Learning of Cohorts (FLoC): A system to group users with similar interests
- Topics: An API allowing browsers to share a handful of interests with websites and advertisers
- FLEDGE: A mechanism for remarketing and custom audiences without cross-site tracking
Privacy Sandbox
Google’s Reversal: Keeping Third-Party Cookies as an Option
Instead of eliminating third-party cookies, Google now plans to introduce a new feature in Chrome.
Anthony Chavez, Vice President of Privacy Sandbox, explained the shift in the announcement: “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."
This user-choice model resembles Apple’s approach with its App Tracking Transparency feature introduced in 2021.
Reasons Behind Google’s Decision
Google cited several factors influencing this dramatic change:
- Industry feedback and concerns about the impact on publishers and advertisers
- Regulatory scrutiny, particularly from the UK’s Competition and Markets Authority (CMA)
- The need for a balanced approach that supports both privacy and the ad-supported internet
- Technical challenges in developing effective alternatives to cookies
Impact on the Digital Advertising Landscape
Mixed Response from Advertisers and Privacy Advocates
The news has elicited mixed responses from the advertising community. While some express relief at avoiding a drastic shift, others worry about the long-term implications for user tracking and ad targeting.
Terry Guyton-Bradley, Senior Director of Advertising Technology for Fortune, pointed out the inevitability of this change of heart by Google. “Google will never be able to deprecate third-party cookies and still gather the enormous amounts of data that it has. Google’s core business is built on knowing and targeting known users across its systems and properties. I’ve said at every turn that third-party cookies would not be deprecated anytime soon with the CMA involved.”
Privacy experts have expressed disappointment, arguing that this decision prioritizes Google’s advertising-driven business model over user privacy. However, Google maintains that it will continue to work on privacy-enhancing technologies.
Lena Cohen, staff technologist at the Electronic Frontier Foundation, voiced concerns to Reuters about the decision: “Google’s decision to continue allowing third-party cookies, despite other major browsers blocking them for years, is a direct consequence of their advertising-driven business model."
The Future of Privacy Sandbox
Despite the reversal on cookie deprecation, Google plans to continue developing and investing in Privacy Sandbox APIs. The company aims to offer privacy-preserving alternatives alongside traditional cookie-based tracking.
Google’s strategy change
What Google’s New Plan Means for Internet Users
User Choice and Control
Google claims that its new approach will give users more control over their online privacy. The upcoming Chrome feature in theory will allow individuals to make informed decisions about cookie tracking across their browsing experience.
The question remains whether users will understand their choices, and how clearly those choices will appear in the user interface. If the new options for cookie tracking are buried in deep in the browser settings, many users will not be aware of them and will not opt out.
Targeted Advertising and Cookies
With third-party cookies sticking around, users can expect to continue seeing personalized ads based on their browsing behavior. However, the introduction of user controls may lead to a gradual shift in how advertisers target consumers.
User Reactions to Google’s Announcement
The announcement has sparked intense discussion on social media platforms. On Reddit, users in the digital marketing community shared their thoughts:
Reddit user ChrisHarmonicEdge commented: “The quality of 3PCs as a signal is still going to degrade (and now more rapidly, if it’s front and centre as an option in Chrome). We still need other solutions but this feels like Google are going to be less involved in helping create them."
User Lumiafan offered a different perspective: “I think everyone realized third-party cookies aren’t long for this world, but Google has faced so much regulatory scrutiny as of late that they’re probably unable or unwilling to be the one destroying publisher revenue singlehandedly with a hurried rollout of Privacy Sandbox APIs."
Redditor ProperlyAds saw a silver lining: “Given how long it had been delayed it was clear something was afoot. It did seem the industry was not ready for it. No real alternatives were being presented, no one could solve the multi-billion dollar issue… Good news for the industry as a whole, and means the industry can move forward, rather than stagnate."
Redditors react
Impact on Web Publishers
Many publishers have been preparing for the end of third-party cookies, investing time and resources into testing alternative solutions.
Justin Wohl, CRO of Snopes and TV Tropes, described the impact of Google’s previous delays: “We 100% divested from Privacy Sandbox testing once they pushed the timeline on deprecation." Wohl added that it was unsustainable for smaller publishers to be spending time or money on the Sandbox given the uncertainly of the past two years.
Regulatory Review Continues in UK
The UK’s Competition and Markets Authority (CMA) had previously expressed concerns about Google’s plans to remove third-party cookies. The CMA has announced that it is reviewing Google’s new plan for a user-choice prompt, indicating ongoing regulatory scrutiny of Google’s practices in the digital advertising market.
Will Tech Giants Ever Truly Protect Online Privacy?
As the digital landscape evolves, the battle between privacy advocates and the advertising industry continues.
Google’s decision highlights the ambivalence that tech giants face when they consider giving up revenue or industry leverage, even as they claim to try to protect user privacy.
While this move by Google may slow the transition away from third-party cookies, it’s clear that the future of online tracking and privacy will remain a hotly debated topic.
The coming months will likely see intense discussions between Google, regulators, and industry stakeholders as they work to define the future of online privacy and advertising.
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About the author
Rosslyn Elliott
Rosslyn Elliott has over a decade of experience as a writer, editor, and in-house journalist. She earned a B.A. in English from Yale University and has written professionally in many fields including technology and IT. She has won kudos for her work helping tech startups establish their brands. Having lived all over the USA, Rosslyn has first-hand knowledge of the strengths and quirks of top internet service providers. She now writes on all things internet, including Wi-Fi technology, fiber infrastructure, satellite internet, and the digital divide. As a TV fan, she also enjoys reviewing channel choices and cool gadgets for satellite TV and streaming services. Her personal experience as a researcher, career changer, and remote worker inspires her to guide others to their own online opportunities. After work, she likes to kick back with a good craft beer and speculate about A.I. with friends.
Which speed do I need?
Tell us what you use Internet for
How many users?
Online Gaming
Smart Home Devices
Streaming Video
Browsing & Email
Target speed: 50 Mbps
With multiple users in the house, you need a little wiggle room in your bandwidth. 50 Mbps will support all your web browsing and social media.
Your current Internet speed:
Find 50 Mbps Internet speed near you
