Google’s u-turn on third-party cookies in Chrome

Google has reversed its plan to phase out third-party cookies in Chrome, opting instead for enhanced privacy controls. Here’s what it means for advertisers and affiliates.

Why the change?

• Industry pushback and regulatory concerns influenced Google’s decision.
• Privacy Sandbox alternatives faced performance and adoption challenges.

Implications for affiliates & advertisers

✅ Stable tracking: Third-party cookies remain, ensuring reliable attribution and revenue tracking.
🔒 Hybrid privacy approach: Privacy Sandbox development continues alongside cookies.
📊 Data-driven strategies: Affiliates retain access to detailed user behavior data for targeting.
⏳ More time to adapt: Gradual shift allows testing of first-party data and new tracking methods.

Next steps

• Stay updated on Privacy Sandbox developments.
• Experiment with privacy-friendly tracking (e.g., server-to-server, first-party data).
• Prioritize transparency and user trust.

Bottom line

Google’s delay offers a reprieve, but the industry still moves toward privacy-focused solutions. Affiliates should leverage this time to future-proof their strategies.