Bothered or not? Advertising industry leaders react to Google keeping third-party cookies on Chrome ecosystem

With Google previously stating that they will not deprecate third-party cookies at all, the tech giant has recently stated that it will still keep third-cookies in its Google Chrome system, albeit with promises from Google to enhance tracking protection for consumers. For instance, Chrome’s Incognito mode will continue to block third-party cookies by default, and new features like IP Protection—slated for rollout in Q3 2025—will further enhance private browsing.

Moreover, Google stated that with cookies sticking around for now, Google is reevaluating how its Sandbox APIs can best support the ecosystem.

It is worth noting that this comes as a surprise for everyone in the industry, especially how most of advertisers have already prepared for the eventual sunset of third-party cookies in favour of more privacy-centric alternatives like using first-party cookies.

With Google showing no signs of phasing out third-party cookies anytime soon, what sentiments advertising leaders have with this news? And what are they doing currently in response to this? To answer these questions, MARKETECH APAC recently spoke with industry leaders to learn more whether this news should come as a concern or not for the future of the advertising industry.

Niall Hogan, general manager (JAPAC) at GumGum

Google’s decision to roll back on the phase-out of third-party cookies signals a reluctance to let go of outdated advertising models that may no longer be the best fit for today’s adland. Across JAPAC, we’re seeing rising expectations from consumers for greater transparency, control, and respect in how their data is used.

Brands that continue relying on surveillance-based tactics risk falling behind – not just in performance, but in consumer trust. By pivoting towards attention-based solutions that enable relevant, respectful engagement without compromising privacy, we can instead focus on building the privacy-first strategies consumers have already been calling for.

Will Harmer, chief product officer at Utiq

Google’s latest move to delay the demise of third-party cookies is not a product decision – it’s deliberate procrastination. Just weeks after the U.S. Department of Justice formally labelled the company a monopolist in digital advertising, we are now expected to believe that yet another “pause” in cookie deprecation is in the name of user privacy?

Let’s be clear: this is not a pivot. It’s a stall – a regulatory negotiation disguised as a product roadmap update. The timing is no coincidence. And the consequences are clear. Every time the industry waits, Google wins.

The industry has spent the last five years acknowledging – and preparing for – the end of third-party cookies. Why? Because they don’t work. They leak data. They slow the web. They offer poor match rates. And they leave publishers blind to who’s accessing their audiences.

Holding onto this outdated technology does not solve the privacy challenge – it extends it. Third-party cookies are a relic of a time before user consent was mandatory, before data governance mattered, and before regulators began enforcing real accountability. We cannot build a privacy-first future on yesterday’s infrastructure.

Publishers, advertisers, and tech providers now face a critical decision. Stay shackled to a monopolist whose every move is under regulatory fire – or choose independence through new models of identity and trust.

Brands already see what’s coming, with the smart ones clearly prioritising privacy-compliant identity partners. This is not a fringe movement. This is the future of digital marketing. Google’s indecision changes nothing – except the urgency with which we must act. Now is not the time to wait and see. Now is the time to commit. The industry doesn’t need more delays. It needs leadership. Let’s move forward. Together – without Google and without third-party cookies.

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Despite Google’s plans to keep third-party cookies in Chrome after all, advertisers are increasingly unfazed. The industry has already begun pivoting toward more privacy-centric strategies, driven by evolving consumer expectations, regulatory pressures, and the growing adoption of alternative identifiers and first-party data solutions. This shift underscores a broader recognition that the future of digital advertising lies in building trust and transparency, not clinging to legacy technologies. Advertisers should see Google’s postponement not as a reason to pause, but as further validation that proactive, privacy-forward innovation is the path forward—and the time to act is now.