Google leaves behind plan to remove third-party cookies by 2024

💥Key points at a glance

• Initial plan: 100% cookies phase-out will take place in the third quarter of 2024.
• Shift in strategy: Google halts the plan to cancel third-party cookies in Chrome.
• New plan: “A new path for privacy” that would enable users with the option to turn cookies on or off

Background on Cookies

Cookies have long been a great way for websites to collect data and deliver targeted content to their users, be it tailored ads, personalized product recommendations, or simply content. 

Google's Initial Plan

In 2020, Google announced it would end support for third-party cookies in Chrome by early 2022 - an announcement which was unpopular among advertisers from the start.

To facilitate this transition, Google introduced the “Privacy Sandbox” initiative, meant to find solutions that protect user privacy without disrupting the free availability of web content. 

  Check out Google's initial plan in detail

Adjustments and Delays

In June 2021, Google postponed the timeline, granting the digital advertising industry more time to adapt to the new privacy-focused ad strategies. By 2022, feedback from the industry indicated that more time was needed for a smooth transition, leading to further delays.

Recent Developments

On Monday, Google announced it would no longer proceed with the plan to eliminate third-party cookies. The company cited feedback from advertisers and regulators, emphasizing the significant work required by all parties involved in online advertising.

New Path Forward

Google will introduce a new experience in Chrome, allowing users to make informed choices about web tracking. Users will have the ability to adjust their preferences at any time. Anthony Chavez, VP of Privacy Sandbox, noted "Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they'd be able to adjust that choice at any time."

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