Google Puts the Brakes on Cookie Alternatives—What This Means for Law Firm Ad Strategies

Google Pumps the Brakes on Cookie Changes

Google has officially called off its latest plan to replace third-party cookies in Chrome. After years of back-and-forth, the company now says it will stick with the current system and give users the ability to manage cookie preferences in Chrome’s existing privacy settings—no new prompt, no abrupt changes.

The original goal was to retire third-party cookies entirely and replace them with privacy-friendly alternatives through Google’s Privacy Sandbox initiative. But repeated delays, unsuccessful experiments like FLoC, and growing legal scrutiny from agencies like the U.S. Department of Justice and the UK’s Competition and Markets Authority have forced a more cautious approach.

For advertisers, and the law firms working with them, this means the tools many campaigns rely on are still in place. The ad ecosystem can continue operating under the same playbook, at least for now.

What Third-Party Cookies Do

Third-party cookies are small pieces of code placed on a user’s browser by sites other than the one they’re visiting. They help advertisers track behavior across multiple websites like which pages someone visits, what they click on, and whether they return.

For law firms, these cookies have been a key part of the strategy. They’re used to:

Retarget visitors who checked out your site but didn’t fill out a form or make contact.

Build custom audiences based on browsing activity and interest categories.

Measure ad performance across platforms, helping firms understand which channels deliver results.

Imagine a potential client researching car accident laws. They visit your firm’s site, then bounce. With third-party cookies, your ads can follow them to news sites, social platforms, and other pages they browse, keeping your firm top of mind.

It’s a common and often effective way to stay in front of people while they’re still deciding who to trust. And with Google keeping cookies alive in Chrome, these ad strategies remain on the table for firms that use them.

Privacy Sandbox: Still a Work in Progress

Google isn’t walking away from privacy entirely, but it’s not moving quickly either. The Privacy Sandbox project, launched in 2019, was supposed to introduce alternatives to third-party cookies. Instead, it’s become a long-running experiment with no firm timeline for major changes.

According to Google, third-party cookies will remain active in regular Chrome browsing. In Incognito Mode, they’ll continue to be blocked by default. Google also announced plans to roll out a new feature called IP Protection in the second half of 2025, aimed at obscuring users’ IP addresses to reduce passive tracking.

In the meantime, Chrome will keep expanding other security tools like Safe Browsing, AI-assisted protections, and built-in password safeguards. And while Google says an updated roadmap for Privacy Sandbox APIs is coming, no specific release date has been shared.

For law firms and marketers alike, this means nothing breaks today. But the signals are clear: privacy-focused features are still coming—it’s just happening on Google’s schedule, not the industry’s.

Why TSEG’s SEO Strategy Stands Apart

While many digital ad campaigns depend on third-party cookies to function, TSEG’s SEO approach doesn’t rely on them at all. Our work with law firms is powered by first-party data—information you already own, like your website’s traffic, search performance, content engagement, and on-site behavior.

That gives our clients a significant advantage. Instead of building visibility through external trackers that may disappear with the next privacy update, we focus on strengthening the assets law firms control. That means optimizing content that brings in organic traffic, enhancing technical SEO, and using data from the firm’s own site to guide decisions.

Plan Smarter, Not Just Harder

Google’s latest pause on cookie changes might feel like a relief, but it shouldn’t be a reason to stand still. The privacy conversation isn’t going away—it’s just moving slower than expected. For law firms, that means there’s still time to strengthen your digital foundation before new rules land.

At TSEG, we help firms make smart choices in both paid and organic strategies. Whether you’re running retargeting campaigns today or building your future around SEO, we’re focused on making sure you’re not caught off guard when the next update hits.

Now is the time to evaluate where your marketing is vulnerable. If your strategy depends entirely on third-party data, it’s worth looking at how first-party SEO can fill the gaps. TSEG is here to help. Contact us today.