Google scraps plans to kill third-party cookies in Chrome

Google scraps plans to kill third-party cookies in Chrome


by Sophie Williams
Paid Media Account Director

1 August 2024

Google scraps plans to kill third-party cookies in Chrome.

Conversations around Google and shifting towards a cookieless world has been on the horizon for several years with multiple push backs from Google due to the significant change this rollout would have of Companies and Marketing.

That said, in the news on July 22nd, Google announced that they are reversing course and will not phase out third-party cookies in Chrome as they had previously planned. However, they are now opting for a new approach that gives users more control.

Why Receptional care?

Across the industry, this update marks a significant shift in Google’s Privacy strategy and will come as a relief to many in the advertising industry who have been scrambling to prepare for a cookieless future across their client portfolio.

What is the plan moving forward?

  • Google are working on introducing a “new experience” across Chrome, which essentially will allow users to make informed choices about their web browsing privacy.
  • Tools and platforms such as The Privacy Sandbox APIs will continue to be developed and made available as alternatives.
  • Google is currently discussing this pivot with regulators including the UKs CMA and ICO.

Looking into the numbers of the recent tests of Privacy Sandbox technologies, it showed promising results, according to Google:

  • 89% recovery of advertiser spend in Google Display Ads.
  • 97% recovery of conversions per dollar in Google Display Ads.
  • 55% recovery in remarketing spend for Google Ads.

This move suggests that Google is trying to balance privacy concerns with the needs of the ad industry and its own business model.

Despite this announcement, Google is yet to provide a specific timeline for this new launch, however, hopefully there will be no further delays to the roll out.

Keep your eyes peeled and we will keep you posted along the way. If you need support, please contact us here.

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