A New Era from Google: Third-Party Cookies Are Not Being Removed, Control is in the User's Hands
In recent years, growing privacy debates in the digital world have pushed major technology companies to re-evaluate their data collection methods. One of the most talked-about topics in this transformation has been the future of third-party cookies. For a long time, Google had announced that it would completely remove these cookies from its Chrome browser. However, the latest announcement made in 2025 has revealed a new roadmap on this issue.
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Instead of completely removing third-party cookies, Google is now taking a step towards increasing users' control over these cookies. Users will directly decide which cookies to accept or reject while browsing websites. Thus, data sharing will become a conscious choice rather than a default setting.
This development signifies a major turning point in the digital marketing world. Third-party cookies have played a fundamental role for years, especially in planning targeted advertising campaigns. Now, brands and agencies will have to develop more transparent and user-friendly communication models.
There are two main reasons behind Google's decision: to strengthen user privacy and to prevent the disruption of the internet experience. Stating that a completely cookieless structure could lead to complex consequences, the company opted for a more balanced solution. Thanks to the tools developed within this scope, users will be able to take more informed steps regarding data sharing.
For advertising agencies, this period brings both new challenges and creative opportunities. From now on, personalization will be shaped not just by cookie data, but by strategies based directly on user consent. This brings with it the necessity of building more transparency, trust, and loyalty.
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In the future, digital advertising will be distinguished not by the source of the data, but by how it is used. An ethical marketing approach, user-centric strategies, and alternative data analysis methods will be at the center of the new era. It is critically important for advertisers, in particular, to adapt quickly to this transformation to create a competitive advantage.
This step taken by Google is not just a technical change, but a turning point that will change the direction of digital communication. The key to successful campaigns will be for agencies and brands to correctly interpret this process and be ready for the new era.
