Google abandons plans to drop third-party cookies in Chrome

As a major update to Chrome’s new cross-site tracking protection policy, Google announced that it is no longer considering dropping support for third-party cookies.

Third-party cookies, which refer to the cookies that are set by a website other than the one a user is currently visiting through embedded content like advertisements, social media widgets, or tracking pixels, were earlier intended to be phased out gradually by the end of 2024.

“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,” Anthony Chavez, vice president for Privacy Sandbox, said in a blog post.

The phasing-out plans were made in favor of introducing Privacy Sandbox APIs that were intended to replace traditional third-party cookies and other tracking mechanisms.

Tracking is still allowed at discretion

Google Chrome’s Privacy Sandbox is an initiative designed to enhance user privacy while continuing ad-supported web access. The Privacy Sandbox consists of a set of privacy-preserving APIs designed to reduce cross-site tracking and protect user privacy by eliminating third-party cookies.

Rather than completely pulling support for the third-party cookies, according to the update, Chrome will now allow users to choose whether they want to experience web browsing within the Privacy Sandbox setting or continue to have traditional cross-site cookies activated.

“It remains important for developers to have privacy-preserving alternatives,” Chavez added. “We’ll continue to make the Privacy Sandbox APIs available and invest in them to further improve privacy and utility.”

Users will have this option on top of another privacy elective Google rolled out in July 2023, “Enhanced Ad Privacy”. The feature was rolled out as part of Chrome version 115 and allowed for interest-based advertising without tracking individual users across websites. The feature is partially available and has had mixed responses.

Multiple backtracking on cookies drop

This isn’t the first time Google has gone back on its promise to completely phase out third party cookies. The company has previously postponed plans of cookies lockdown in June 2021, and later in July 2022.

One of the pressing reasons for the delay is time. Google, reportedly, needs more time to test out the Privacy Sandbox settings. “The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome,” Chavez said in a July 2022 blog post.

Chavez had also said postponing aligns with Google’s commitment to the UK’s Competition and Markets Authority (CMA) to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions.

It is important to note, that while other updates outlined postponing of hammering down third-party trackers, the latest update, instead, hints that tracking may still exist as an option as the company pushes for privacy. “We expect that overall performance using Privacy Sandbox APIs will improve over time as industry adoption increases,” Chavez said. “At the same time, we recognize this transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising.”