Google no longer plans to unilaterally eliminate cookies from its Chrome browser. After four years of begrudging preparation, the advertising industry is reeling.
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?
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.
Here’s what’s in the full report
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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?
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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*)
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*)
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)
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*)
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)