Google's latest move is a doozy. After years of waffling on third-party cookies, the tech behemoth has decided to keep the cookies. On Monday, Google announced it would no longer axe support for third-party cookies in Chrome. Instead, they're pushing other options that supposedly give users more control over their privacy and tracking—like
handing a fox the keys to the henhouse.
Let's talk about the shiny distraction they've rolled out: the Privacy Sandbox. Imagine Google as the Wizard of Oz, pulling levers behind a curtain, promising that their set of tools in Chrome will help users manage the cookies tracking them. Google's selling it like the ShamWow of privacy solutions, claiming that as more people buy in, the magic will only get better. But like any good infomercial, there's a catch: this
"magic" requires a Herculean effort from publishers, advertisers, and anyone else in the digital ad circus.
"In light of this, we are proposing an updated approach that elevates user choice," Google said in a Monday blog post. "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." Translation:
We're moving the goalposts again, folks. Enjoy the perpetual limbo.
Google's cookie saga has been like watching a soap opera—just when you think it's over, they pull you back in with more drama. First, they aimed to start blocking third-party cookies in 2022. Then they kicked the can to the second half of 2024. And when that wasn’t enough, they delayed again until early 2025. It's like watching someone try to quit smoking by keeping a pack of Marlboros in their
pocket "just in case."
Users see third-party cookies as creepy stalkers following them around the internet. Regulators are side-eyeing the whole charade, worrying that the privacy tools are as effective as a screen door on a submarine. Meanwhile, websites and advertisers cling to these cookies like lifeboats, claiming they’re essential for understanding user habits and interests. With everyone chiming in on Google’s plans, it’s no wonder the company has been
playing a game of kick-the-can.
Even the UK’s Competition and Markets Authority has scrutinized Google's plans, fearing it could stifle competition in digital advertising. "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," said Anthony Chavez, VP of the Google-backed Privacy Sandbox
initiative. It’s like Google is saying, “We’ll still track you, but now you get to pretend you’re in control.”
The Peanut Gallery Chimes In
Digiday’s Take: "Some media execs told Digiday they were still letting bigger players like Criteo and Index Exchange use their inventory for scaled tests. But once the reports came out, publishers realized the juice wasn’t worth the squeeze. Latency issues and revenue losses were the main gripes. Justin
Wohl, CRO of Snopes and TV Tropes, said, 'We 100% divested from Privacy Sandbox testing once they pushed the timeline on deprecation. It’s unsustainable for smaller publishers to waste time or money on this.'"
LinkedIn Insight by David Kohl: "David Kohl, CEO of Symitri, sees Google’s cookie dance as a chess match between anti-trust and privacy regulators. 'My jaw dropped when I read this. I didn’t think this would be the next chess move. Businesses
still need to protect their data without relying on Google. Privacy is a fundamental human right, and advertisers and publishers need to stop the data leakage.'"
Tom Hespos’ Two Cents: "Tom Hespos, Chief Media Officer, remarked, 'There’s little incentive for Google to ditch 3P cookies. We’ve been down this road since the late 90s. Brands should still focus on building their first-party data assets. Investing in first-party data reduces friction and
costs in advertising and analytics. This doesn’t change, only the urgency does.'"
Daniel Jaye’s Take: "Ad-Mar Tech/Big Data expert Daniel Jaye isn’t sure who loses here other than consumers. 'Google dodges anticompetitive pressure and keeps the ecosystem going. People have wasted time and money on 3PCD and sandbox, but that’s water under the bridge. Privacy advocates still have their fight.'"
Grant Parker,
President of Flashtalking by Mediaocean: "A lot of the good work that was done to prepare for the cookie-less future will continue to apply to omnichannel advertising. With the emergence of social media, CTV, and other cookie-less channels, advertisers were already adapting to working in a multi-ID, multi-signal environment, and Google’s change of plans won’t change this basic reality."
Mark McEachran, VP of Product Management at Yieldmo:
"While this doesn’t present absolute closure that there will be a new privacy roadmap for Chrome, I’m encouraged by the bold move here. At the very least, this all but likely gives an air of much-needed certainty on how the industry can adapt and move forward without concerns about the unknown."
EFF’s Lena Cohen: "This is an extremely disappointing decision that highlights Google's commitment to profits over users' privacy."
Daniel Hart, Editor in Chief at Ready Steady Cut: “Google is officially an unnecessary hindrance to business operations. Endless meetings for the last two years discussing deprecating third-party cookies and thinking of solutions. And for what? Absolute joke of a company.”
Zach Edwards, Privacy and Data Supply Chain Researcher: “Google’s decision not to deprecate 3rd party cookies is further proof they can’t be trusted
with the responsibilities they have as a global data controller via Chrome. From bait and switches on their competitors to broken privacy promises to regulators. Absolute clown show.”
Thomas Scovell, CCO of Alkimi Exchange: “So Google, because you’ve pulled the pin on removing 3rd party cookies, after making the ad industry scramble for half a decade - I’m going to have to invoice you for my wasted time. Prompt payment appreciated.”
Conclusion: The Cookie Crumbles On
Everyone involved in online advertising has been testing Google’s Privacy Sandbox APIs, and on Monday, Google Ads shared results from its latest Privacy Sandbox experiments. Google Ads found that it could recover 86% of advertiser spend on DV360 and 89% for Google Display Ads with the Privacy Sandbox. Publishers saw a 34% revenue hit without third-party cookies and only a 20% hit with the
Sandbox. But these findings clash with others, like Criteo's, which reported a 60% revenue dip without third-party cookies.
One thing’s for sure: this latest twist in the cookie caper has everyone buzzing, and not in a good way. Buckle up, because this rollercoaster ride is far from over.
