Google cancels plans to phase out cookies for advertisers

\ A trade fair visitor walks past the Google logo on the Google stand at Hannover Messe 2024.

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After years of delays, Google has announced that it will no longer cancel and replace third-party cookies that have long been used by advertisers in its Chrome internet browser.

Cookies are small pieces of code that websites deliver to a visitor's browser and leave behind while that person visits other sites. This practice has powered much of the digital advertising ecosystem by providing the ability to track users across multiple sites and target them with ads.

Google announced in 2020 that it would end support for these cookies by early 2022, once it had figured out how to meet the needs of users, publishers and advertisers and developed tools to make workarounds easier.

To that end, Google launched the “Privacy Sandbox” initiative to find a solution that protects user privacy and makes content freely available on the open web.

Google said in January it was “very confident” about the progress of its cookie-replacement proposal, which includes “cohort federated learning,” which essentially splits people into groups based on similar browsing behavior, meaning only “cohort IDs” would be used for targeting, rather than individual user IDs.

But in June 2021, Google extended the timeline to give the digital advertising industry more time to work out a plan for more privacy-friendly targeted ads. Then, in 2022, the company said feedback made it clear that advertisers needed more time to transition to Google's cookie alternatives after some advertisers pushed back against what they said would have a major impact on their business.

The company said in a blog post on Monday that it made the latest decision to abandon plans to remove third-party cookies from browsers after receiving feedback from both advertisers and regulators.

The company said through its testing it recognised that the transition would require “significant work from many parties” and would impact publishers, advertisers and virtually everyone involved in online advertising.

“Rather than eliminating third-party cookies, we're introducing a new experience in Chrome that gives users the ability to make informed choices that apply across their web browsing, and adjust those choices at any time,” wrote Anthony Chavez, vice president of Privacy Sandbox. “We're consulting with regulators about this new path forward, and will work with the industry as we roll it out.”

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