After years of build-up, deadlines, delays and loud industry debate, Google has confirmed it will not fully remove third-party cookies from Chrome.
Instead, Chrome users will be given more control over how cookies are used, rather than seeing them disappear altogether.
It’s a big moment, not because cookies suddenly “matter again”, but because of what this decision says about trust, data, and the reality marketers are working in.
A quick recap
For a long time, the direction of travel felt clear. Third-party cookies were on the way out. Privacy regulation was tightening. Marketers were being pushed, sometimes uncomfortably, towards first-party data, consent-led journeys and cleaner tracking.
Many teams invested heavily in adapting. CRM clean-ups, email list growth, gated content, better onboarding journeys, clearer value exchanges.
Now, Google’s decision has shifted the conversation, but it hasn’t reset the clock.
Why this isn’t a step backwards
It might feel tempting to think, “great, we can relax now”. In reality, most marketers won’t, and probably shouldn’t.
User trust hasn’t magically reset. Consent banners still matter. Customers are still more aware of how their data is used. And other browsers have already limited or blocked third-party cookies entirely.
If anything, Google’s move highlights a tension many marketers feel daily. The industry wants better privacy, but it also relies on measurement, targeting and attribution to prove value.
There isn’t a neat, one-size-fits-all solution.
What this means in practice
For marketing teams, this news reinforces a few important realities.
First, first-party data is still your strongest asset. Not because Google told you to collect it, but because it’s the only data you genuinely own, understand and can use long-term.
Second, measurement will continue to be messy. Attribution isn’t getting simpler, and that’s okay. Strong marketers already know performance is about patterns, not perfection.
Third, transparency matters more than tools. The brands that will keep trust are the ones that are clear about what they collect, why they collect it, and what the user gets in return.
The quieter impact on marketing roles
There’s also a people angle here that’s worth calling out.
As privacy, platforms and regulation keep shifting, marketing roles are quietly changing. Employers are placing more value on marketers who can:
Think commercially without over-relying on “perfect” data
Explain performance clearly to non-marketers
Balance creativity with compliance and user trust
Build owned audiences rather than rented ones
It’s less about knowing every platform feature, and more about judgement, communication and confidence in grey areas.
The takeaway
Google keeping third-party cookies isn’t a green light to go back to old habits. It’s a reminder that marketing doesn’t move in straight lines.
The fundamentals still apply. Know your audience. Earn attention. Respect data. Build things you actually own.
The tools will keep changing. The thinking behind them matters far more.
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Photo by Christian Wiediger on Unsplash