In the halcyon days of 2020, Google declared that third-party cookies were going away in Chrome, setting off a panic attack in marketing departments worldwide. Agencies scrambled. Tech teams scrambled—your cousin, who once made a banner ad in college, scrambled.
Fast forward to today? Those cookies are still alive and well, tracking you like it’s 2014.
Google has once again delayed the demise of third-party cookies in Chrome, citing the need for more testing, industry feedback, and regulatory review. It’s not the first time they’ve postponed, and let’s be real—it probably won’t be the last. Since Chrome holds 68% of the browser market share in America, this causes some chaos in marketing departments all across the country.
So what gives? Were we all duped?
Let’s talk about it.
Was It All Just Smoke and Mirrors?
Not exactly. Google has built real tools in the Privacy Sandbox. And they do offer more privacy-forward alternatives to traditional third-party tracking.
But make no mistake: Google is still protecting its interests. Killing cookies too quickly would hurt small and mid-sized advertisers who don’t have rich first-party data, and Google needs them to keep spending.
And yes, making Chrome the gatekeeper of what counts as “privacy-safe” tracking gives Google more control over the whole digital ad supply chain.
Coincidence? We’ll let you decide.
What Should Marketers Do Now?
We’re in the murky middle. Cookies aren’t gone, but the writing is (still) on the wall. Here’s how to stay ready:
- Double down on first-party data. Build it. Organize it. Use it.
- Test contextual targeting. Don’t rely on identity — rely on relevance.
- Start experimenting with Privacy Sandbox tools. Even if you roll your eyes.
- Refresh your creative strategy. Engaging content still wins, with or without cookies.
- Keep pressure-testing your attribution models. Because last-click won’t cut it.
Our Take
Google didn’t scam us. They just did what Google always does: make strategic moves that look altruistic while buying themselves time to control the next phase of the internet.
It’s up to us to keep pace.
At Current360, we believe in balancing adaptation with a healthy dose of skepticism. We’ll keep helping clients navigate this shifting landscape—cookies or no cookies.
So yeah, the cookie isn’t dead. But we’re already baking the next batch.
Want help future-proofing your digital strategy? Let’s talk. We’re happy to help you prep for the next chapter, whether cookie-free or just cookie-light.
