In July 2024, Google announced they are not proceeding with deprecating third-party cookies in Chrome. After four years of announced plans, delays and development of alternatives through the Privacy Sandbox initiative, the entire project was dropped.
For many in the advertising and analytics industry, this was a surprise. For those who had spent time preparing for a cookie-free future, it was frustrating. But what does it actually mean?
Background: what was cookie deprecation?
Google announced in 2020 that they would phase out support for third-party cookies in the Chrome browser by 2022. They delayed to 2023. Then 2024. Then early 2025. And now, not at all.
Third-party cookies are the foundation of much digital tracking and advertising: retargeting, cross-domain conversion tracking and publisher networks. Apple's Safari and Firefox had already blocked them, but Chrome is the dominant browser and a Chrome ban would have transformed the entire industry.
Why did Google reverse?
The official explanation: the Privacy Sandbox alternative they had developed was not good enough to replace cookie functionality for the advertising market. Implied: advertisers and publishers complained, and Google listened.
There is also a competition regulation angle. The UK Competition and Markets Authority had set conditions on cookie deprecation, and Google had committed to consulting them. Rolling back may be simpler than navigating all the regulatory requirements.
What does this mean for your business?
Short term: Your tracking works as before. Retargeting works. Google Ads conversion tracking works (in Chrome).
But note: Safari and Firefox still block third-party cookies. A growing share of web traffic uses these browsers. That means your data is already incomplete, not because Google reversed, but because those users were never tracked the same way.
The structural problem is not solved: Tracking is and remains more limited than it was five years ago. Users are more aware, ad blockers are more widespread and privacy legislation (GDPR) places requirements. Chrome's cookie continuation does not change these realities.
What we recommend regardless
Do not build your tracking strategy exclusively on third-party cookies. First-party data (email lists, logged-in users, direct customer relationships) is more reliable and more future-proof.
Make sure conversion tracking is properly set up via server-side or Google Ads Enhanced Conversions to compensate for losses from blocking in other browsers.
Cookies in Chrome are saved. The tracking challenge is not.
Want to review your tracking setup and ensure you are actually measuring what you think you are? Get in touch.