Google’s Chrome retreat puts momentum for cookie alternatives in doubt

The digital advertising industry has spent the last five years preparing for a cookieless future. This week, they’re looking for ways to make that feel less like a wasted effort, following Google’s latest policy reversal.

Facing legal challenges and industry pushback, Google has opted to retain the cookie in its popular Chrome browser after all, instead allowing users to manage settings through its existing privacy tools. Google’s own Privacy Sandbox initiative, which aimed to enhance privacy while supporting digital advertising, will stick around, at least for now.

The decision has prompted a collective eye-roll from media experts. “It’s a little disappointing to be going through this for the last five years, marching toward this post-cookie era and getting to a point where there’s no final decision,” said Kyle Rovinski, associate director of search at full service agency Duncan Channon.

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