Google won’t kill third-party cookies in Chrome, but consumers effectively will
How should advertisers react to Google’s U-turn on third-party cookies?
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Google no longer plans to unilaterally eliminate cookies from its Chrome browser. After four years of begrudging preparation, the advertising industry is reeling.
Google won’t kill third-party cookies in Chrome, but consumers effectively will
How should advertisers react to Google’s U-turn on third-party cookies?
Sources
Media Gallery
In January 2020, Google announced plans to deprecate third-party cookies in Chrome, sending shockwaves through the advertising industry. In July 2024, Google reversed course.
Key Question: What does Google's decision to continue supporting third-party cookies in Chrome mean for marketers?
Key Stat: Although third-party cookies will still be supported in Chrome, just over a tenth of total US browsers could be addressable via cookies long term, according to our analysis of StatCounter data.
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