Chrome’s Cookie Commotion: Is it Finally Over?

Following Google's latest privacy announcement this week, members of the ad tech industry share their thoughts.

After years of commotion surrounding the fate of the third-party cookie on Chrome, Google has decided it will simply stick with the current system. In a blog post published on Tuesday, Google’s Privacy Sandbox VP Anthony Chavez announced: “we’ve made the decision to maintain our current approach to offering users third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies.” 

So, those who wish to manage their privacy on Chrome will have to continue doing so through the browser’s existing settings. As for Privacy Sandbox – Google maintains that it’s not the end of the road for the solution. In the blog post, Chavez stated that Google will “engage with the industry to gather feedback and share an updated roadmap”. 

Technically, not that much has changed since Google first announced it would begin the third-party deprecation process back in January 2020, half a decade ago. Yet, the ad tech landscape looks completely different, thanks to the innovation which has taken place as industry members grappled to find the best cookie replacement. As we reflect on the situation – hopefully for the last time – what are industry members thinking? 

Here’s what they had to say…

Since 2019, ad tech has invested a huge amount of time and money in confronting what to do about the impending demise of Chrome cookies. It now turns out all that effort and investment was for nothing. At least if you pitted your future on Google’s own post-cookie solutions. 

Just as we at Nano have said multiple times in the past – to be fit for the future, advertisers must reduce reliance on people-based signals – or be at the mercy of the next big tech pivot. Even without a browser-wide cookie on/off prompt in Chrome, all the numbers suggest market cookie coverage at around 20% or less. In short, the latest big headline shouldn’t be news at all.  

As other people-based IDs face lawsuits, and the ever-present figure of 70% of users opt out, as with cookies – the message is clearer than ever. Intent signals are the future. 

Carl White, CEO and Founder, Nano Interactive