{"id":12001,"date":"2025-04-24T16:06:16","date_gmt":"2025-04-24T14:06:16","guid":{"rendered":"https:\/\/www.mediamix.ch\/?p=12001"},"modified":"2025-05-14T08:42:58","modified_gmt":"2025-05-14T06:42:58","slug":"google-back-end-third-party-cookies","status":"publish","type":"post","link":"https:\/\/www.mediamix.ch\/en\/latest-news\/google-machine-arriere-cookies-tiers","title":{"rendered":"Google Backtracks on Third-Party Cookies \u2013 An Opportunity in Disguise?"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"12001\" class=\"elementor elementor-12001\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9d3910f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9d3910f\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-68ee16b\" data-id=\"68ee16b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9ed6462 elementor-widget elementor-widget-text-editor\" data-id=\"9ed6462\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">En ao\u00fbt 2019, Google faisait trembler la plan\u00e8te pub : son navigateur Chrome, utilis\u00e9 par plus de 60 % des internautes, allait <\/span><b>supprimer les cookies tiers<\/b><span style=\"font-weight: 400;\">. Six ans plus tard, plusieurs acronymes et une ribambelle de reports plus tard, le verdict est tomb\u00e9 : le 22 avril 2025, Google <\/span><b>annule purement et simplement<\/b><span style=\"font-weight: 400;\"> cette promesse. Retour sur une saga technologique et r\u00e9glementaire qui a tenu le march\u00e9 en haleine.<\/span><\/p><p><b>In Case You Missed It<\/b><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">In summer 2019, Google introduced <span><b><i>the Privacy Sandbox<\/i><\/b><span style=\"font-weight: 400\">, a project aimed at reconciling advertising with user privacy. With Safari and Firefox already blocking third-party cookies by default, this was Google\u2019s way of showing Chrome was embracing privacy\u2014just at a slower, advertiser-friendly pace.<\/span><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">On January 14, 2020, Google pledged to phase out third-party cookies \"within two years\". In 2021, <span><b>FLoC<\/b><span style=\"font-weight: 400\">  (Federated Learning of Cohorts) was introduced\u2014grouping users by interests instead of tracking them individually. Privacy advocates and regulators pushed back, calling it surveillance-washing. FLoC was quickly abandoned (in February 2022), replaced by the <span><b>Topics API<\/b><span style=\"font-weight: 400\"> . But a lack of technical consensus pushed cookie deprecation to the end of 2024.<\/span><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">In summer 2024, instead of an automatic block, Chrome proposed a  <span><b>one-time banner<\/b><span style=\"font-weight: 400\"> prompting users to accept third-party tracking under Privacy Sandbox. The UK\u2019s Competition and Markets Authority (CMA) requested further review. Testing dragged on\u2026 and the 2024 deadline quietly disappeared.<\/span><\/p><p class=\"translation-block\"><b>Then came April 22, 2025.<\/b><span style=\"font-weight: 400\"> In a blog post on PrivacySandbox.com, Google made its official U-turn: <span><b>no banner, and third-party cookies will remain enabled by default<\/b><span style=\"font-weight: 400\">. Users can still manually block them, but <span><b>nothing changes out of the box<\/b><span style=\"font-weight: 400\">.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0As Anthony Chavez, VP of Privacy Sandbox, put it:\n\u201cWe remain committed to advancing privacy, but in a way that works for the ecosystem.\u201d<\/span><\/p><p><b>Why the Reversal?<\/b><\/p><p><span style=\"font-weight: 400;\">Google is backpedaling for several reasons:\n\u2022 The U.S. Department of Justice recently labeled its ad tech an illegal monopoly.\n\u2022 The UK\u2019s CMA fears a cookieless web could unfairly benefit Google itself.\n\u2022 The ad ecosystem still hasn\u2019t found an effective replacement for the tried-and-true cookie.\nRegulatory pressure is mounting, partners fear increased reliance on Google\u2019s proprietary data, and technical alternatives like Topics just don\u2019t perform on par. In this context, keeping third-party cookies is the least risky move\u2014even if it means delaying privacy goals yet again.<\/span><\/p><p><b>But What About the Solutions We\u2019ve Already Built?<\/b><\/p><p><b>Server-Side Tracking: A Long-Term Foundation<\/b><\/p><p><span style=\"font-weight: 400;\">Even if cookies stick around for now, server-side tracking remains one of the most future-proof solutions out there. By shifting data collection to the server, this approach increases reliability against adblockers, strengthens consent enforcement, and reduces dependency on browsers. In short, a key building block in a privacy-first future.<\/span><\/p><p><b>Modeling: Doing More With Less<\/b><\/p><p><span style=\"font-weight: 400;\">AI allows marketers to fill in data gaps through behavioral modeling\u2014like estimated conversions via Consent Mode v2, probabilistic attribution, or intent prediction. These tactics are gaining ground as data access becomes more fragmented and limited.<\/span><\/p><p><b>Alternative IDs: A Viable Option in Logged-In Environments<\/b><\/p><p><span style=\"font-weight: 400;\">In environments like media platforms or e-commerce sites, alternatives like Unified ID 2.0 or ID5 enable tracking via hashed email addresses\u2014always with explicit user consent. These solutions are promising, but rely heavily on logged-in user volume.<\/span><\/p><p><b>CMPs: The Foundation of Compliance<\/b><\/p><p><span style=\"font-weight: 400;\">None of this works without proper consent management. Consent Management Platforms (CMPs) like Cookiebot ensure transparency, traceability, and regulatory compliance. With Consent Mode v2, CMP configuration becomes even more strategic to campaign performance.<\/span><\/p><p><b>How to Stay Ahead Anyway<\/b><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2022\tStrengthen your first-party data strategy through forms, loyalty programs, and interactive content.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2022\tEmbrace contextual targeting \u2013 focus on content, not behavior.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2022\tExperiment with Privacy Sandbox APIs \u2013 Topics for interest targeting, Protected Audience for retargeting, Attribution Reporting for measurement.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2022\tOptimize your consent banner \u2013 clear user consent is still non-negotiable.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2022\tOptimize your consent banner \u2013 clear user consent is still non-negotiable.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">In Conclusion\nFrom being marked for death to granted a temporary reprieve, the third-party cookie has had quite the journey. Google\u2019s April 2025 reversal doesn\u2019t end the privacy debate\u2014it simply confirms that no one has cracked the code yet when it comes to balancing user privacy with advertising performance.\nMarketers now have a window of opportunity\u2014and they should use it to build strategies more resilient than a little text file invented nearly 30 years ago.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>En ao\u00fbt 2019, Google faisait trembler la plan\u00e8te pub : son navigateur Chrome, utilis\u00e9 par plus de 60 % des internautes, allait supprimer les cookies tiers. Six ans plus tard, plusieurs acronymes et une ribambelle de reports plus tard, le verdict est tomb\u00e9 : le 22 avril 2025, Google annule purement et simplement cette promesse. [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":12002,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[],"footnotes":""},"categories":[14],"tags":[],"class_list":["post-12001","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Google fait machine arri\u00e8re sur les cookies tiers : une opportunit\u00e9 \u00e0 saisir ? - Mediamix<\/title>\n<meta name=\"description\" content=\"En ao\u00fbt 2019, Google faisait trembler la plan\u00e8te pub : son navigateur Chrome, utilis\u00e9 par plus de 60 % des internautes, allait supprimer les cookies tiers. Six ans, plusieurs acronymes et une ribambelle de reports plus tard, le verdict est tomb\u00e9 : le 22 avril 2025, Google annule purement et simplement cette promesse. Retour sur une saga technologique et r\u00e9glementaire qui a tenu le march\u00e9 en haleine.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediamix.ch\/en\/latest-news\/google-back-end-third-party-cookies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google fait machine arri\u00e8re sur les cookies tiers : une opportunit\u00e9 \u00e0 saisir ?\" \/>\n<meta property=\"og:description\" content=\"En ao\u00fbt 2019, Google faisait trembler la plan\u00e8te pub : son navigateur Chrome, utilis\u00e9 par plus de 60 % des internautes, allait supprimer les cookies tiers. 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