Google promises it will not build alternate identifiers to track users after phasing out third-party tracking cookies

Google says it wants a ‘privacy-first web’ — Google is slowly phasing out third-party tracking cookies, and today, it's making it clear that it won't just replace …

The Verge 2021-03-04 Mitchell Clark

Context & Ripple Effects

Google had already set Chrome on a path toward ending third-party-cookie support within two years. The new commitment matters because it rules out one straightforward replacement: a Google-built cross-site identifier under a different name.

The policy sat alongside Google's FLoC proposal, which preserved behavioral targeting while drawing fresh privacy objections. Later coverage shows the implementation path did not remain linear: Google ultimately kept third-party cookies while continuing Privacy Sandbox work.

First-order effects

Google limits its stated post-cookie strategy by pledging not to replace third-party cookies with alternate individual tracking identifiers.
Advertisers and publishers planning for Chrome's cookie phaseout must evaluate privacy-preserving targeting approaches rather than assume a direct Google identity substitute.

Second-order effects

Google's FLoC becomes a more consequential test of whether behavioral advertising can continue without individual identifiers, while its privacy concerns become central to adoption.
Ad-tech firms built around cross-site identifiers face greater pressure to adapt their targeting and measurement products to Chrome's non-identifier approach.

Third-order effects

Chrome's control of the browser access layer makes its privacy choices a mechanism for reshaping ad-tech standards, even when Google does not supply a replacement identifier.
The later decision to retain cookies while pursuing Privacy Sandbox APIs indicates that browser privacy transitions can shift from fixed deprecation deadlines toward negotiated, API-based alternatives.

The trend: Browser platforms are trying to reduce cross-site identity tracking while preserving advertising functionality through privacy-preserving technical standards.

Discussion

Vox Sara Morrison on x
Google is done with cookies, but that doesn't mean it's done tracking you
@web Web Smith on x
Google and Apple are pulling the rug from beneath marketers who've long leaned heavily on the mechanics of paid marketing. With paid marketing being disrupted by emerging data-sharing laws, that leaves influencer marketing and content as the go-to strategies.
@sarafischer Sara Fischer on x
NEW: @Google says that after it phases out 3rd-party cookies, it won't introduce other forms of identifiers to track individuals as they browse across the web. — Instead, it's new experiment (detailed below) is the likely replacement https://www.axios.com/...
@paulg Paul Graham on x
What this news tells me is that Google has found a way to target ads just as effectively without using this data. https://www.wsj.com/...
@julespolonetsky Jules Polonetsky on x
Policymakers seriously ask us - why shouldnt we just ban targeted advertising? Industry has a narrow window to show ads can be customized while respecting data protection norms. A US privacy law will help. https://www.theverge.com/...
@robleathern Rob Leathern on x
Some important ads privacy news today from Google, quick quotes from my colleague David Temkin's blog post: https://blog.google/... (1/6)
@sarafischer Sara Fischer on x
This is significant bc Google committing to avoiding work-arounds (like a Unified ID) that would continue to do indiv tracking -Other ad tech firms trying to build workarounds -But question is, how much does Google's dominance enable it to leapfrog competitors in this situation? …
@imeluny @imeluny on x
Nobody believes Google is doing this for altruistic reasons — so what it tells me is that the math worked out in privacy's favor. It's lazy & ignorant to assume you can't be both profitable & make privacy improvements. https://twitter.com/...
@adamkovac Adam Kovacevich on x
Seeing some interesting takes on the Google cookies announcement (which is admittedly complicated). While I'm as game for “privacy vs. competition” takes as the next tech policy wonk, it's not clear to me that's the story here https://twitter.com/...
@fborgesius Frederik Zuiderveen Borgesius on x
Google's “changes do not apply to mobile phones running Google's Android operating system, where the company still provides advertisers with a personalized ID for each user. Mobile Internet use is fast outpacing desktop browsers”, @GerritD https://www.washingtonpost.com/ ...
@btabke Brett Tabke on x
Google continues with the anti-competitive technobabble. They ALREADY have alternatives installed (but only for Google) with 80% of the web running Google tracking (GA) on Googles behalf (not to mention tracking by android on phones). https://tech.slashdot.org/...
@tarawlevy Tara Walpert Levy on x
We understand the responsibility, @GeorgePMG, and we agree, @jon_halvorson, #privacy and performance are not at odds. Ongoing thanks to you both and to all of our industry partners for continuing to build the future, together. #marketing https://www.cnbc.com/...
@benedictevans Benedict Evans on x
1: inevitable and already happening, so get ahead of the story. 2: regulation is good for incumbents. Who loses most if we only target on 1st party data? https://www.wsj.com/...
@mattbrittin Matt Brittin on x
Online ads ecosystem is seeing an erosion of trust. So, to preserve the open Web while making it more private - Google won't build identifiers that track users across the web. Read more on our blog https://blog.google/...
@chamath Chamath Palihapitiya on x
It's now $AAPL + $GOOG vs $FB. My short is paying off... https://www.businessinsider.com/ ...
@sfmnemonic Mike Godwin on x
(This is a big deal.) Google said it plans next year to stop using tracking technologies that uniquely identify web users as they move from site to site across the internet. The move could reshape the digital advertising industry. https://www.wsj.com/... via @WSJ
@azeem Azeem Azhar on x
Google to Stop Selling Ads Based on Your Specific Web Browsing | so they are bullshitting us the whole time? https://www.wsj.com/...
@sarthakgh Sar Haribhakti on x
Only Apple can manage to screw over an entire ecosystem while cementing their own business and get applauded for it from Big Tech critics and privacy absolutists too blinded by FB hatred https://twitter.com/...
@jason_kint Jason Kint on x
Analysts giving their take on Google having to keep up with Apple's leadership on privacy without risking Google's surveillance advertising biz model.... sometimes I just send back my replies inline. https://twitter.com/...
@carnage4life Dare Obasanjo on x
Apple with iOS 14 AppTrackingTransparency & Google's cookie changes in Chrome will throw out the baby & bathwater in online ads to create more privacy. Many companies won't survive the transition but there's now an opportunity for new privacy-centric ads & monetization models. ht…
@carnage4life Dare Obasanjo on x
One overlooked aspect is that as apps transition to in-app payments and subscriptions as a business model to deal with advertising becoming less effective, Apple & Google still end up ahead as they get 30% of that revenue. Privacy wins but so do their shareholders. 🚀🌒
@jason_kint Jason Kint on x
exactly. Note Google collects a majority of its data as a 3rd party (when users aren't intending to interact with Google). How it defines tracking and whether dominant user agents like Chrome and Android aren't privileged will be key here. https://twitter.com/...

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