Close Menu
    Facebook LinkedIn YouTube Instagram X (Twitter)
    Blue Tech Wave Media
    Facebook LinkedIn YouTube Instagram X (Twitter)
    • Home
    • Leadership Alliance
    • Exclusives
    • Internet Governance
      • Regulation
      • Governance Bodies
      • Emerging Tech
    • IT Infrastructure
      • Networking
      • Cloud
      • Data Centres
    • Company Stories
      • Profiles
      • Startups
      • Tech Titans
      • Partner Content
    • Others
      • Fintech
        • Blockchain
        • Payments
        • Regulation
      • Tech Trends
        • AI
        • AR/VR
        • IoT
      • Video / Podcast
    Blue Tech Wave Media
    Home » Google reverses decision to phase out third-party cookies
    Google-third-party-cookies
    Google-third-party-cookies
    IT Infrastructure

    Google reverses decision to phase out third-party cookies

    By Ashley WangJuly 23, 2024No Comments3 Mins Read
    Share
    Facebook Twitter LinkedIn Pinterest Email
    • Google has reversed its pledge to phase out third-party cookies in Chrome, instead introducing a new experience to balance user privacy with business needs.
    • Google’s decision to retain third-party cookies in Chrome demonstrates the complex balance between user privacy and the digital advertising industry.

    OUR TAKE
    Google’s decision to keep third-party cookies on its website should be accompanied by a stricter regulation to protect the users’ privacy security. Although the hefty benefits brought by advertisers are one of Google’s main profit resources, the users are the cornerstone for Google to pursue sustainability.
    –Ashley Wang, BTW reporter

    What happened

    Google announced that it will continue to support third-party cookies in its Chrome browser on Monday, reversing its previous pledge to phase out the tracking technology. This shift follows significant pressure from advertisers, who rely heavily on these cookies for personalising ads and collecting user data.

    Since 2019, Google’s Privacy Sandbox initiative has aimed to enhance online privacy while supporting digital businesses, with the phase-out of third-party cookies being a key goal. Cookies, small packets of data stored by browsers, enable websites and advertisers to track user behaviour, often without explicit consent, leading to privacy concerns.

    The change in stance is influenced by concerns from advertisers, Google’s primary revenue source, who feared that losing cookies would push them to depend more on Google’s own user databases, thus limiting competition.

    Anthony Chavez, vice president of Google’s Privacy Sandbox initiative, stated in a blog post that instead of removing third-party cookies, Chrome would introduce a new experience allowing users to make informed choices about their data privacy. This new approach aims to balance user privacy with the needs of digital businesses.

    Also read: Google is trying to steal the Ray-Ban partnership from Meta

    Also read: EU eyes Google-Samsung AI deal for antitrust issues

    Why it’s important

    The decision is critical as Chrome is the world’s most popular browser, and the removal of third-party cookies would have dramatically impacted the digital advertising landscape.

    Reactions to Google’s decision were mixed. eMarketer analyst Evelyn Mitchell-Wolf highlighted that advertising stakeholders would not need to prepare for an abrupt end to third-party cookies. Conversely, Lena Cohen from the Electronic Frontier Foundation criticised the move, citing potential consumer harm from predatory ads targeting vulnerable groups. Cohen argued that Google’s decision reflects its advertising-driven business model.

    Google’s decision to retain third-party cookies in Chrome demonstrates a key issue to the tech giant: the complex balance between user privacy and the economic imperatives of the digital advertising industry. There is no doubt the change in the third-party cookies will raise concerns over privacy security. What Google can do to balance the profit and users’ experience is to strengthen its regulations to ensure its \ promise of a more private web experience.

    CHROME Google third-party cookies
    Ashley Wang

    Ashley Wang is an intern reporter at Blue Tech Wave specialising in artificial intelligence. She graduated from Zhejiang Gongshang University. Send tips to a.wang@btw.media.

    Related Posts

    Surge in demand reshapes data centre links

    August 27, 2025

    Crusoe and atNorth expand AI cloud in Iceland

    August 27, 2025

    Intel hands US government 10% stake with warnings

    August 27, 2025
    Add A Comment
    Leave A Reply Cancel Reply

    CATEGORIES
    Archives
    • August 2025
    • July 2025
    • June 2025
    • May 2025
    • April 2025
    • March 2025
    • February 2025
    • January 2025
    • December 2024
    • November 2024
    • October 2024
    • September 2024
    • August 2024
    • July 2024
    • June 2024
    • May 2024
    • April 2024
    • March 2024
    • February 2024
    • January 2024
    • December 2023
    • November 2023
    • October 2023
    • September 2023
    • August 2023
    • July 2023

    Blue Tech Wave (BTW.Media) is a future-facing tech media brand delivering sharp insights, trendspotting, and bold storytelling across digital, social, and video. We translate complexity into clarity—so you’re always ahead of the curve.

    BTW
    • About BTW
    • Contact Us
    • Join Our Team
    TERMS
    • Privacy Policy
    • Cookie Policy
    • Terms of Use
    Facebook X (Twitter) Instagram YouTube LinkedIn

    Type above and press Enter to search. Press Esc to cancel.