Statement by Google on retaining the ability to work with third-party cookies in the Google Chrome browser has come as an unexpected turn in the longstanding history battle for user privacy. This decision follows four years of debates, delays, and pressure from the advertising industry and regulators.

Reasons

Since the announcement in 2020 to remove third-party cookies from Chrome, Google has faced numerous challenges. Pressure from advertisers worried about potential budget losses and regulators concerned about potential monopolies of Google's new tool significantly altered the company's plans.

Many industry specialists noted the shortcomings of the proposed alternative Privacy Sandbox technologies. According to Criteo, testing these technologies showed that they could lead to significant revenue reductions for publishers, raising additional concerns among market participants.

New Strategy

Instead of completely abandoning third-party cookies, Google proposed a new approach that allows users to decide whether to use third-party cookies themselves. Chrome will include a notification that allows users to customize their cookie preferences for all visited websites. This will enable users to more consciously manage their privacy while surfing the web.

Google will continue to develop Privacy Sandbox. The company's plans include the introduction of IP Protection to protect IP addresses in Incognito mode and other mechanisms that enhance privacy. The company also plans to develop features that will improve the effectiveness of advertising.

Industry Reaction

Google's decision elicited mixed reactions. On one hand, advertisers and publishers felt relieved knowing they did not need to urgently adapt to new conditions. On the other hand, many continue to doubt the effectiveness of Privacy Sandbox and other tools proposed by Google.

Some experts believe that the refusal to remove third-party cookies will only delay the inevitable, and the industry should still prepare for more private and secure alternatives.

«Those who have already started developing solutions without using cookies will ultimately benefit in the long run,» noted one of the executives of Snopes in a comment to Digiday.

Market Impact

For advertisers who have begun transitioning to alternative identifiers, the news from Google signals the need to accelerate this process. Using new tools such as UID2 from The Trade Desk and RampID from LiveRamp becomes even more relevant. Implementing AI-based technologies for analyzing user data and extensive use of contextual targeting can also gain new momentum.

Future Steps of Google

Google needs to implement a new plan, ensuring users have control over the use of cookies, and the introduction of notification in Chrome allowing to customize cookie preferences will be only the first step. The company will continue to work closely with regulators and market participants for the successful implementation of this strategy.

Google will further develop Privacy Sandbox, offering additional tools to protect privacy and improve the usefulness of advertising. It is important for all market participants to adapt to new conditions and use advanced technologies to ensure user privacy and the effectiveness of advertising campaigns.

Conclusion

Google's decision to retain third-party cookies in Chrome temporarily eased the situation for the industry but emphasized the need to continue searching for and implementing new technologies to protect user privacy. It is important for all market participants, from publishers to advertisers, to adapt and evolve in the ever-changing digital environment.

Other materials on this topic

• Google faced demands to revamp Privacy Sandbox
• 2025: The final cookie - third-party cookies delay again
• The Google and cookies saga: theories, opinions, and debunking
• Skepticism around Privacy Sandbox
• Advanced Matching: How to adapt to cookieless