Wait, Google isn't getting rid of cookies?!

Google, so confusing. Or whatever Charli XCX said.

We love a good plot twist. So far, 2024 has been rife with unexpected events.

And apparently there’s no sign of this slowing. Next on the list?

Google has just announced they've decided not to cancel cookies from their Chrome browser.

Talk about leading us all on???

After literal years of announcements, trials, and significant delays, on Monday, Google broke the news that it would not, in fact, be removing third-party cookies from its signature browser, Chrome.

In a blog post, Google Privacy Sandbox Initiatives VP, Anthony Chavez, explained the decision came from wanting to 'support a competitive and thriving marketplace that works for publishers and advertisers.'

The company says they will be offering a new option for privacy security.

However, this solution is still under development.

'We are proposing an updated approach that elevates user choice,' said Chavez.

'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.'

What does that look like? Your guess is as good as mine.

9TO5Google explained privacy controls would include IP Protection in Incognito mode. This would make users' IP addresses anonymous, which would keep third parties from tracking their activity across sites.

However, this won’t be available before 2025.

The cookie conundrum has been going on since Google announced it would cull them by 2022.

In 2023, Chavez announced they would phase out cookies while implementing tracking protection. This would automatically restrict cookies to a few Chrome users.

The most recent delay was an announcement that cookies would be gone by the end of 2025.

And just in case we didn’t all have whiplash already, Monday's full walkback of the plan will have done the job.

I am surprised at this new development. However, third-party cookies have been a part of the marketing and advertising landscape for decades. They make up an industry that’s expected to reach $723 billion in the next two years. So I do understand Google’s ongoing hesitation.

Particularly since Chrome is the most popular web browser on the planet, holding 66% of global market share. The Google search engine itself holds a whopping 91%, meaning the tech giant made $237B in revenue from online ads alone last year.

Considering it controls the marketplace, Google has an insane amount of influence in the digital ad space.

So, what does this mean for us?

My advice would be to do nothing at this point. Keep your cookie-pocalypse plans at hand.

After all, there’s still a privacy war going between consumers, browsers and advertisers. And that’s not going anywhere just yet, with Apple (and most recently safari) leading the battle.

The best thing to do is to keep your ear to the ground for new developments. 

-Sophie, Writer