Programmatic

Google’s Cookie-less Future Is Probably Not Happening

After 4 years and 3 delays, the tech giant will keep passing cookies as it charts a new path for privacy

This is the third reprieve Google has given cookies since 2020.ADWEEK, Google
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By Ryan Joe

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Google, which has been asserting since 2020 that it would stop passing third-party cookies in the Chrome browser, is planning to abandon that course.

In a blog post published today, the tech giant said that given the amount of work it would take to move away from cookies, and the amount of impact it would have across the digital ad industry, it’s exploring another option that keeps third-party cookies, but gives consumers more options on how their data is used. 

“We’re

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Ryan Joe

Ryan Joe is the editor in chief of Adweek. He has been covering data-driven marketing and advertising for over a decade, striving to make its complexities understandable and accessible. He started out as a reporter for the Haymarket publication DMNews in the early 2010s, then moved to AdExchanger where he worked for nearly eight years, covering the industry as investment shifted to digital advertising. He ended his tenure at AdExchanger as managing editor, jumping to Business Insider in 2021 to help lead its scoop-driven coverage of the ad industry. Joe is a graduate of UCLA and Columbia.

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