Another day, another U-turn from Google, or perhaps just a strategic lane change. In a move that’s caught many in the digital advertising world off guard, Google has announced it will continue supporting third-party cookies in Chrome for the foreseeable future.
So, has the long running “will they, won’t they” cookie saga finally reached its conclusion… or is this just another plot twist?
A Quick Recap
Google first introduced the Privacy Sandbox in 2019. Remember that far back? Pre-COVID, full weeks in the office, and no constant Teams calls. In 2020, the company announced its plan to phase out third-party cookies by 2022. But that deadline shifted; First to 2023, then to a series of pilots, delays, and evolving proposals throughout 2022 and 2023.
In early 2024, testing began with 1% of Chrome users seeing cookies disabled. By mid-year, Google pivoted again, announcing a plan to introduce a user prompt, something that sounded a lot like Apple’s ATT, allowing users to opt in or out. Now, in April 2025, even that prompt has been shelved.
After six years of back and forth, the digital advertising industry finds itself in a familiar position. Hundreds of millions have been poured into R&D to prepare for a cookie-less future, yet we’re more or less back where we started. Despite extensive consultation and testing, advertisers remain concerned that the proposed privacy-first alternatives still fall short, particularly when it comes to targeting accuracy and measurement reliability.
Adding to the complexity is the ongoing scrutiny from the UK’s Competition and Markets Authority (CMA). They raised concerns that Google’s Privacy Sandbox could give an unfair advantage to its own advertising products. This investigation likely played a key role in Google’s latest decision to pause its deprecation plans.
So, what does this mean for marketers?
At its core, this latest move is a reminder of just how much influence Google has over the entire advertising ecosystem. When they shift course, the rest of us are forced to adapt quickly.
“I don’t think this is the end of the story – I think it’s just a pause while they figure out what comes next.”
Dane Buchanan, Chief Data Officer, M&C Saatchi Performance
What’s clear is that user privacy is only going to get more important, especially with AI transforming how we interact with content, platforms, and each other. This pause gives marketers something invaluable: time. Time to test and refine privacy-focused measurement frameworks. Time to double down on first-party data strategies. And time to continue using third-party cookies while they’re still available, but without depending on them entirely.
Ultimately, our role is to bring clarity and confidence to the brands we represent. Google’s shifting stance may have added uncertainty, but it also offers an opportunity: to build smarter, more transparent approaches to planning, targeting, and optimisation. That way, no matter what comes next, we’re ready.
What Should Marketers Do Next?
With third-party cookies sticking around a little longer, marketers have a window to strengthen their strategies, not by standing still, but by moving forward with intent.
Here’s where to start:
- Continue using cookies, but don’t rely on them alone
- Leverage cookie-based campaigns where they’re still effective
- Begin shifting budgets toward alternative identity and targeting solutions to reduce long-term dependency
- Actively test cookie-less tools
- Explore contextual targeting, cohort-based strategies, and universal ID solution
- Use these tests to benchmark performance and guide future media decisions
- Upgrade attribution models
- Reduce reliance on last-click cookie tracking.
- Explore multi-touch attribution, media mix modeling, and conversion APIs
“By combining Marketing Mix Modeling (MMM), attribution, and incrementality testing, brands can gain a clearer picture of the true incremental impact of their media investments with speed and granularity”
Dhiyay Chohan, Global Head of Programmatic, FYND Media
- Educate and prepare clients
- Provide clear communication about the evolving privacy landscape.
- Help your clients understand why future-proofing is still crucial.
- Reinforce that protecting user privacy is not just a compliance box to check, but a brand imperative
So don’t sit back. Get your data in order. Invest in first-party data. Make sure your measurement can withstand whatever curveball comes next.
Because waiting for Google to make up its mind isn’t a strategy.
