In April 2025, Google announced that it would no longer roll out a new cookie consent prompt in the Chrome browser and, for the time being, would not phase out third-party cookies. Users can continue to manage their cookie preferences in Chrome’s Privacy and Security settings, but no significant changes are expected, at least for now. For publishers, the news may feel conflicting. On the one hand, the continued use of third-party cookies provides stability and extends existing revenue streams. On the other hand, years of preparation for a cookieless future remain partially on hold.
In this blog post, we explore what Google’s decision truly means for ad monetisation and how publishers can strengthen their position in an environment that continues to evolve.
Cookies Remain, but the World Has Already Changed
Although Google has decided to retain third-party cookies in Chrome, the advertising and targeting landscape has already undergone a permanent shift.
In recent years, publishers have heavily invested in developing cookieless solutions—and for good reason. A significant portion of web traffic is already outside the reach of third-party cookies. For example, Safari and Firefox block them by default, and the growing use of ad blockers, combined with non-consenting users, has further increased the share of cookie-free traffic. Estimates suggest that around 40–50% of all web traffic now occurs in environments where third-party cookies are no longer usable.
This same trajectory is reflected in Google’s actions. While third-party cookies remain in Chrome, development of the Privacy Sandbox continues. Google is still investing in privacy-enhancing technologies such as IP protection and plans to release an updated roadmap for the Privacy Sandbox APIs shortly. The broader picture is clear: digital advertising is shifting toward more privacy-respecting solutions, regardless of whether cookies are retained or removed.
At the same time, the ongoing antitrust case between the U.S. Department of Justice (DOJ) and Google is seeking major structural remedies, one of which includes forcing Google to divest its Chrome browser due to its dominant position in the search and browser markets. If Chrome were transferred to a new owner, such as OpenAI, Perplexity, or Yahoo, the status of third-party cookies could change rapidly. That’s why this decision should not be seen as a reason to revert to legacy practices, but rather as a reminder of the need for continued development and adaptability.
Strategic Considerations for Publishers
Although third-party cookies will remain in Chrome, publishers should not base their strategies on the assumption that the current state will persist. The ability to target and measure advertising without cookies is more important than ever. Key focus areas include developing first-party data, strengthening contextual targeting, and building user trust. As audience expectations around privacy continue to grow, success in digital advertising will favour those who can deliver relevant, responsibly targeted content without relying heavily on third-party cookies.
At the same time, publishers should tailor their strategies to different audience segments. There can be significant differences between Chrome users and users of other browsers in terms of consent practices and targeting opportunities. Optimising campaign strategies and pricing models based on these segments can boost advertising efficiency and revenue. Publishers must ensure their inventory and performance support this evolution. Performance measurement is becoming increasingly critical, as advertisers continue to direct budgets toward placements with the strongest viewability, click-through rates, and conversions. Understanding and systematically improving inventory strengths will be key to meeting changing demand and maintaining competitiveness.
Above all, publishers shouldn’t wait to see what Google decides next. They need to develop their strategies based on their objectives and be prepared to succeed in both the current and future market landscapes.
Summary: The Persistence of Cookies Is Not Permanent
Google’s decision to retain third-party cookies in Chrome brings temporary stability, but it does not change the long-term direction of digital advertising.
We are already living in an environment where privacy-respecting solutions, first-party data, and contextual targeting are taking centre stage. The rise of cookieless traffic, growing investments in privacy-enhancing technologies, and the potential change in Chrome’s ownership all serve as reminders that trust, transparency, and diversified data strategies are the foundation for future success. Publishers should view the current situation as an opportunity to strengthen their position by developing strategies that will remain effective regardless of how the browser and cookie landscape evolves in the years ahead.