Third-Party Cookies: Google’s Big U-Turn and What It Means for Your Marketing

For years, marketers have been bracing themselves for the so-called “cookiepocalypse” — Google’s plan to remove third-party cookies from its Chrome browser. The original phase-out was supposed to be complete by 2025. But in a surprising twist, Google has decided not to deprecate third-party cookies after all.

Instead, the tech giant is taking a new approach, one that keeps cookies for now but puts more control into the hands of users.

So, what exactly happened?

In mid-2024, Google announced it was moving away from the full removal of third-party cookies. This decision was confirmed in April 2025, when they scrapped plans for a separate “cookie choice” prompt in Chrome.

The new plan:

• Cookies stay — but users will get an updated Chrome experience with more transparency and control over their privacy settings.
• Regulatory input — The UK’s Competition and Markets Authority (CMA) played a key role, raising concerns that Google’s Privacy Sandbox could limit competition in the ad tech market.
• Privacy Sandbox lives on — Google is still testing its privacy-focused APIs (like Topics, Protected Audience, and Attribution Reporting), which will now run alongside cookies rather than replacing them entirely.

Why this matters for your business

The industry may have avoided an abrupt shift, but this is far from “business as usual.” Other browsers like Safari and Firefox have blocked third-party cookies for years, and the push for user privacy continues to accelerate.

Here’s what you should be focusing on now:

• Treat this as a grace period – The immediate pressure to go cookieless in Chrome is gone, but the long-term direction is clear: the web is moving toward more privacy-centric solutions.

• Invest in first-party data – Build stronger, direct relationships with your customers through email lists, loyalty programs, gated content, and account registrations. The data you own is the most valuable asset you have.

• Test and diversify your targeting methods – Explore contextual targeting, consider how Privacy Sandbox APIs could fit into your strategy, and ensure you’re not relying solely on Chrome-specific tactics.
• Plan for a fragmented landscape – What works in Chrome won’t necessarily work in Safari or Firefox. Your campaigns need to be flexible enough to adapt to different environments.

The bottom line

The “cookiepocalypse” might be on hold, but the trend toward a privacy-first web is unstoppable. Businesses that use this breathing room to adapt, rather than relax, will be in the strongest position when change inevitably comes.

At Shakespeare Media, we’re helping brands navigate this evolving landscape with data-driven strategies that put privacy and performance hand-in-hand.

Need help future-proofing your marketing?

📩 Get in touch — we’ll make sure you’re ready for whatever the next chapter holds.