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.

    Get our news, insights & advice delivered to your inbox

    Related articles

    Five things to remember about forming relationships as an Outreacher

    This blog outlines strategies to help you shift your outreach from transactional interactions to meaningful relationships that support sustainable success.

    Read now

    Google Ads Update: New Video Enhancements

    Discover Google Ads' latest updates for maximising video ad formats with enhanced support for vertical and shorter videos in PMax campaigns.

    Read now

    How to optimise your content to rank in AI Overviews

    Key ways of optimising your content to increase your chances of ranking in AIOs and ensure your brand maintains the visibility it deserves. Read more now.

    Read now

    Contact us

    Call us on 01525 715 520 or complete the form below, and one of the team will get back to you.