Google Abandons Third-Party Cookie Deprecation
After years of delays, U-turns, and regulatory pressure, Google has finally hit pause on phasing out third-party cookies in Chrome.
By Aisling McCabe
In a significant policy shift, Google has all but abandoned its plan to phase out third-party cookies in Chrome, ending its Privacy Sandbox initiative that had been under development since 2020. This decision marks the culmination of years of delays and growing regulatory scrutiny. Instead of removing third-party cookies, Google will now allow users to manage their cookie preferences through existing Chrome privacy settings.
While the announcement made headlines, the industry response has been more measured than shocked. Given the repeated delays and ongoing challenges with Privacy Sandbox adoption, many in the ad tech and marketing space had anticipated another shift in Google’s timeline. Still, the confirmation that third-party cookies will remain in Chrome changes the dynamic. It reinforces the fragmented state of digital tracking and highlights the importance of continuing to invest in privacy-resilient strategies. The goalposts may have moved, but the direction of travel hasn’t.
Why the Change of Heart?
Google’s initial plan aimed to increase user privacy while maintaining ad targeting capabilities. However, the initiative faced criticism from privacy advocates and legal challenges from regulators. The UK’s Competition and Markets Authority (CMA) raised concerns about potential antitrust issues, while privacy groups argued that the Privacy Sandbox could still enable user tracking. These factors, combined with technical challenges, led Google to reconsider its approach.
However, it wasn’t just regulatory pressure that caused Google to scrap their third-party cookie deprecation plans, but also because of mounting pushback from the advertising industry. Marketers raised concerns over poor performance and signal loss with Privacy Sandbox tools, while publishers worried about revenue drops. Adoption was low, implementation was complex, and many feared Google’s proposed alternatives would consolidate its dominance rather than truly protect privacy. The lack of trust, technical friction, and fragmented tracking landscape ultimately made the shift feel more disruptive than beneficial.
What Does This Mean for Marketers?
Google’s U-turn on cookie deprecation means a temporary reprieve — but not a return to business as usual. While third-party cookies will remain in Chrome, privacy expectations, platform restrictions (like iOS), and regulatory pressure aren’t going away.
Additionally, the decision to allow users to manage their cookie preferences may lead to increased opt-outs, potentially reducing the effectiveness of third-party tracking. Marketers will need to find ways to engage users and collect data in a manner that respects privacy preferences.
This shift reinforces the need for durable, consent-driven strategies like first-party data collection, server-side tracking, and privacy-safe targeting methods. Marketers now have less excuse to build future-proof measurement, rethink audience targeting, and diversify beyond cookie-dependent tactics. The smartest players will use this window to get ahead, not fall back.
This move should serve as a wake-up call, not a reason to slow down. The pressure to move away from third-party dependencies is still very real, and the fundamentals of a privacy-first digital ecosystem are already taking hold across browsers, devices, and global regulations. Marketers must act now to strengthen their data strategies, improve transparency, and build more direct, trust-based relationships with consumers. Those who wait for another deadline risk falling behind in an ecosystem that’s evolving — with or without Google leading the change.
What Is Tug’s Take?
Even with third-party cookies sticking around in Chrome, the signal loss from iOS, Safari, and privacy regulations is real — and growing. That’s why first-party data remains non-negotiable. Tools like Google’s Enhanced Conversions and Meta’s Conversions API (CAPI) allow advertisers to feed hashed, consented first-party data directly into ad platforms, improving match rates, attribution, and optimisation in a privacy-compliant way. Relying solely on cookies is short-term thinking — smart brands are building durable data strategies that work across platforms and browsers, with or without cookies.
At Tug, we’ve been proactively guiding our clients toward a cookieless future long before Google’s latest decision. Over the past few years, we’ve implemented robust first-party data strategies, server-side tracking, and our own in-house privacy-focused tools to ensure accurate measurement and performance without relying on third-party cookies.
From leveraging contextual targeting to integrating clean room solutions and advanced attribution models, we’ve treated cookie deprecation not as a disruption, but as an opportunity to future-proof our clients’ marketing. Regardless of Google’s timeline, Tug’s clients are already ahead of the curve.
