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Google isn’t killing third-party cookies in Chrome after all

Killing cookies, Google said, would adversely impact online publishers and advertisers. This announcement marks a significant shift from Google's previous plans to phase out third-party cookies by early 2025.

Initially, Google aimed to phase out these cookies by the end of 2022, but the deadline was pushed to late 2024 and then to early 2025 due to various challenges and feedback from stakeholders, including advertisers, publishers, and regulatory bodies like the UK's Competition and Markets Authority (CMA). In January 2024, Google began rolling out a new feature called Tracking Protection, which restricts third-party cookies by default for 1% of Chrome users globally. However, concerns and criticism about the readiness and effectiveness of Google's Privacy Sandbox, a collection of APIs designed to replace third-party cookies, prompted further delays.

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