Google takes a turn: is this the end of third-party cookies?

In the fast-paced world of digital marketing, privacy has become a top priority. Ads must continue to work, but users demand (and regulations support) greater control over their data.

For years, our media and data teams have been following Google’s Privacy Sandbox initiative. This project promised to redefine the balance between privacy protection and the effectiveness of online advertising, with the future elimination of third-party cookies.

What has happened?

Google recently announced that it will not move forward with the planned phase-out of third-party cookies in Chrome, nor will it implement a dedicated pop-up window for users to manage their use. This cookie management will remain in the browser’s privacy settings.

The news comes five years after the initial announcement of the Privacy Sandbox in 2019 and is based on: the complexity of the advertising ecosystem, regulatory concerns, and the emergence of new privacy technologies. This includes the potential of Artificial Intelligence, which can improve security without completely eliminating cookies.

What will happen now?

Google has reaffirmed its commitment to Sandbox, but in a more gradual manner. Some measures, such as IP protection in incognito mode, will continue.

In addition, Google has announced that it will continue to work on Sandbox APIs and gather feedback from the industry. The announcement appears to seek a balance between user privacy and the stability of the advertising ecosystem.

How does this affect the solutions we are already working on in our Data departments?

Although at first glance it may seem that our solutions are now obsolete, the opposite is true. The legal framework (consent pop-ups) and limitations of other browsers remain in place, so the tools we are deploying are becoming even more relevant.
 

In practical terms:

• Google Analytics 4 (GA4) will continue to provide us with valuable information thanks to Consent Mode V2, which “fills in the gaps” in measurement while respecting user decisions.
• With Enhanced Conversions, we can send our own data—for example, sales captured in our CRM—to refine conversion calculations.
• Using Conversion API (CAPI), we send these events directly from the server, without relying on the browser, ensuring consistency even when cookies fail.

Therefore, Google’s announcement not only does not invalidate our solutions, but also reinforces their continued relevance. In short, these tools remain key, and at LLYC we recommend continuing to rely on them.

Conclusion: Continuous adaptation is the key to success.

Far from seeming like the end of the road, Google’s final announcement on cookies represents an evolution toward an ecosystem that prioritizes user privacy.

At LLYC, we have been preparing the ground for this for years: we audit the entire measurement system, design the strategy, and accompany our clients through the implementation process so that they are always one step ahead of the market thanks to the application of continuous innovation, especially in the field of AI.

We drive business forward without sacrificing user trust.

The future of digital marketing is based on responsible data management, exploring new strategies that balance user privacy and user experience.

 

Bryan Colacci
AdTech & Analytics Manager