Ad world is relieved but skeptical about Google’s decision to keep cookies in Chrome

Google has just announced that it won’t get rid of third-party cookies in Chrome. Ad executives are left wondering if they can finally stop stocking up on antacids.

The pivot, revealed yesterday, caught many by surprise — not because they believed Google’s cookie deprecation plan was foolproof, but because Google had sworn it would happen, regardless of the multiple delays.

Three delays, to be precise, since 2020. And with each delay, the new timeline for getting rid of cookies only got vaguer, fueling growing cynicism among ad execs. Google did try to smooth things over, to be fair. There were grants for some, meetings with its Privacy Sandbox’s development team for others. But these efforts often felt insufficient to really calm anyone’s nerves.

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