Google Will No Longer Cancel 3rd-Party Cookies

By: Jonathan Stec

Published: July 23, 2024

After numerous delays, Google announced on Monday that it will no longer proceed with its original plan to cancel third-party cookies. The original announcement to eliminate third-party cookies came way back in 2020, and while we all have been preparing for this, we said that Google would most likely back out of this idea. The reason being is that we did not see a profitable option for Google, and eliminating these third-party cookies would be too costly for Google. There has not been much innovation from Google, aside from jumping on the AI bandwagon, so a move like eliminating third-party cookies without an equal or better solution would be a huge step backwards for shareholders.

If you have been taking steps to prepare for this, I would say pause but do not roll things back as this could come back just as quick. Redirect the work towards cookies, from maximizing their value to being up to date on the latest privacy concerns.