Google Changes Direction on Third-Party Cookies in Chrome Amid Antitrust Legal Challenges

As Google contends with not just one but two high-profile antitrust cases—one of which may compel the tech titan to sell its Chrome web browser—the corporation has made a startling and unrelated declaration: it is officially abandoning its long-held objective to phase out third-party cookies in Chrome.

First revealed in January 2020, Google’s endeavor to eradicate third-party cookies was celebrated as a triumph for online privacy. The company had vowed to eliminate these cookies from Chrome within two years. More than five years later, however, that commitment has been abandoned. Last year, Google suggested a compromise that would permit cookies to persist while granting users greater control, but that middle-ground strategy has now also been abandoned.

“We’ve opted to uphold our existing method of providing users with third-party cookie choices in Chrome and will not implement a new standalone prompt,” stated Anthony Chavez, VP of Google’s Privacy Sandbox, in a blog entry on Tuesday. “Users can continue to select the best option for themselves in Chrome’s Privacy and Security Settings.”

In summary: third-party cookies will remain a fixture for the majority of Chrome users.

What Are Third-Party Cookies?

Cookies are small data files that are saved on your device when you access a website. They assist websites in recalling information such as your login credentials or contents of your shopping cart. However, third-party cookies are generated by domains other than the one you’re visiting—typically advertisers—and are utilized to monitor your activity across multiple sites.

These cookies empower advertisers to create comprehensive profiles of users, which can subsequently be used for targeted advertising or sold to data brokers. According to the Electronic Frontier Foundation (EFF), this form of tracking can reveal highly sensitive personal information, including financial status, health conditions, and even sexual orientation—often without the user’s awareness or consent.

Google’s Advertising Interests

Google had already indicated in early 2024 that it was reassessing its position on third-party cookies, mentioning the necessity to prevent disruption in the digital advertising ecosystem. As one of the biggest players in online advertising, Google has a significant interest in preserving the existing state of affairs.

The company had previously assured that it would unveil new tools to enhance transparency and allow users to make informed choices regarding cookie tracking. But with this recent announcement, those initiatives have been put on hold, and Chrome will continue to accommodate third-party cookies as they are.

Impact on the Wider Web

Other prominent browsers like Mozilla Firefox and Apple Safari have already disabled third-party cookies by default. However, Chrome holds a substantial 66% stake in the global browser market, which implies that the majority of internet users remain vulnerable to third-party tracking—primarily due to Google’s choice.

Google had initiated its Privacy Sandbox project to devise alternatives to third-party cookies for advertisers and developers. However, critics have noted that even these alternatives would still permit Google to track users for its own ad ventures. Indeed, just this week, a judge determined that Google had participated in anticompetitive practices concerning its advertising offerings.

While the advertising sector may greet Google’s reversal with approval, some companies are beginning to investigate alternatives. “We anticipate marketers will continue to depend on third-party cookies for reach, but we also observe an increasing emphasis on tools that merge cookies with newer technologies,” remarked Travis Clinger of data platform LiveRamp. He added that evolving consumer preferences and the demand for improved ad performance have already reduced the attractiveness of third-party cookies.

Why Google Altered Its Position

Google asserts that the decision was swayed by input from various corners of the digital landscape, including publishers, developers, regulators, and advertisers. “It is evident that there are differing viewpoints on making alterations that might influence the availability of third-party cookies,” Chavez clarified.

Thus, for the time being, third-party cookies will persist in Google Chrome—unless the results of the ongoing antitrust cases bring about a significant change. If a judge mandates Google to divest Chrome, a new proprietor—potentially a company like OpenAI—might opt to emulate Firefox and Safari and ultimately eradicate third-party cookies from the world’s most widely-used browser.