Chrome’s New Path for Privacy

A Consent-Based Model Means De Facto Cookie Deprecation

Report by Evelyn Mitchell-Wolf  | UPDATED: Aug 23, 2024
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Executive Summary
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Table of Contents
Executive Summary
Google won’t kill third-party cookies in Chrome, but consumers effectively will
How should advertisers react to Google’s U-turn on third-party cookies?
Sources
Media Gallery
About This Report
Google no longer plans to unilaterally eliminate cookies from its Chrome browser. After four years of begrudging preparation, the advertising industry is reeling.
Topics
Digital Advertising
Consumer Privacy & Security
US
Table of Contents
Executive Summary
Google won’t kill third-party cookies in Chrome, but consumers effectively will
How should advertisers react to Google’s U-turn on third-party cookies?
Sources
Media Gallery

In January 2020, Google announced plans to deprecate third-party cookies in Chrome, sending shockwaves through the advertising industry. In July 2024, Google reversed course.

Key Question: What does Google's decision to continue supporting third-party cookies in Chrome mean for marketers?

Almost 90% of US Browsers Could Become Cookieless Long Term (top 4 US browsers % of market, by presence of third-party cookies, July 2024 vs. posited future*)
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Key Stat: Although third-party cookies will still be supported in Chrome, just over a tenth of total US browsers could be addressable via cookies long term, according to our analysis of StatCounter data.

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Table of Contents

  1. Executive Summary
  2. Google won’t kill third-party cookies in Chrome, but consumers effectively will
  1. How should advertisers react to Google’s U-turn on third-party cookies?
  2. Sources
  1. Media Gallery

Charts in This Report

Almost 90% of US Browsers Could Become Cookieless Long Term (top 4 US browsers % of market, by presence of third-party cookies, July 2024 vs. posited future*)Less Than 1 in 5 US Consumers Always Accept Third-Party Cookies When Given the Choice (% of US consumers, May 2024)
The Share of US iOS Users Who Have Opted In to AppTrackingTransparency (ATT) Has Gone Up (% of US iOS users opted in to ATT, Q2 2021*-Q2 2024)About Half of US Marketers Were Using or Planned to Use Privacy Sandbox APIs This Year (% of US marketing and advertising professionals who planned to use select cookieless solutions, Nov 2023)
Direct Purchase Paths Will Continue Gaining Favor Over the Open Exchange Amid Signal Loss (% of US programmatic nonsocial digital display ad spending, by transaction method, 2019-2025)

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First Published on Aug 12, 2024

authors

Evelyn Mitchell-Wolf

Contributors

Erika Huber
Director, Report Editing
Madan Kumar
Copy Editor
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Data Specialist
Emman Velasco
Chart Editor
Paul Verna
VP, Content
Max Willens

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