Google Walks Back on Cookie Deprecation. AdFixus Moves Forward.

After five years of delays, promises, and pivots, Google has officially reversed course: third-party cookies will remain in Chrome. For those who’ve invested in better, privacy-centric solutions - and believed Google’s much-publicised intent to remove these invasive trackers - this announcement feels like the worst possible season finale to a long-running drama.

At AdFixus, we’re not surprised.

While the industry waited on Google’s “Privacy Sandbox” and debated timelines, we got to work. From day one, we built AdFixus to offer a better path - one that puts privacy, transparency, and data ownership first.

This move by Google comes suspiciously soon after the DOJ's ruling against their monopoly in AdTech. Whether it's a strategic stall or negotiation tactic, the message is clear: Google continues to protect the systems that preserve its dominance - Chrome, Android, and the third-party cookie ecosystem that underpins its AdTech empire.

Let’s be honest: this wasn’t about doing what’s right for consumers. It never was.

Meanwhile, the world is moving on.

Firefox and Safari have already deprecated third-party cookies, representing over 50% of browser usage in many markets. Governments around the world are reshaping privacy laws, putting user consent and data sovereignty at the forefront. And consumers are making it clear - they want control over their data, not to be followed around the internet by shadowy trackers.

At AdFixus, we’re proud to be ahead of this curve.

We launched in 2020 because we saw where the industry was headed - not just away from third-party cookies, but toward a better way of doing business. Our mission has always been clear: create a scalable, privacy-first platform that simplifies operations, empowers growth, and gives brands the ability to own and use their data - all while respecting the privacy of their customers.

For us, this isn’t a pivot. It’s business as usual.

Third-party cookies are a relic of a broken system. It’s time to move beyond them - not wait around for Google to decide when it's convenient.

We’re here for the brands, media owners, and consumers who want more. And better.

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Articles:

- Why Google's Fingerprinting Policy is Bad for Publishers

- Third-Party Cookie Deprecation

- Why the Google announcement doesn't change your strategy

- Apocalypse not now: Google’s cookie rug pull points to ‘deprecation by default’ but market has already moved on

- Google’s Privacy Sandbox Faces Industry Scrutiny: What Ad-Tech Companies Are Saying

- Cracking the Code: First Party Cookies Demystified for Marketing Success

- The Final Countdown: Google Begins the Phase-Out of Third-Party Cookies