Google Pivots on Cookies (Again), But Identity Saves the Day (Again)
Yesterday, Google made headlines yet again with another shift in its long-running third-party cookie deprecation strategy. The company announced that it will no longer roll out a new standalone prompt in Chrome asking users to opt out of third-party cookies. This update reinforces what the industry has come to expect: the timeline around third-party cookie deprecation is anything but fixed.
“We’ve made the decision to maintain our current approach to offering users third-party cookie choice in Chrome and will not be rolling out a new standalone prompt for third-party cookies,” said Anthony Chavez, VP of Google Privacy Sandbox.
At Throtle, we understand the whiplash marketers and healthcare brands feel when the goalposts continue to move. But we also know this: identity resolution isn’t just about third-party cookies — it’s about building durable, privacy-first strategies that can adapt no matter what technologies are in or out of favor.
Whether Cookies Stay or Go, We’ve Got You Covered
While the industry debates the longevity of cookies, we’ve been focused on delivering identity solutions that go beyond them. Throtle helps healthcare marketers:
Resolve identities across fragmented data sources, including HCP and consumer journeys
Activate campaigns in a cookieless ecosystem, using hashed emails, first-party data, and persistent identifiers
Measure real-world outcomes, linking online engagement to offline behaviors, with or without cookies
Ensure privacy compliance, staying ahead of regulatory shifts and platform policies
Our approach is built for resilience. Because your identity strategy shouldn’t hinge on browser policies that change with the wind.
Why This Matters to Healthcare Marketers
For those marketing in regulated industries like healthcare, relying on cookies has never been a complete solution. HIPAA considerations, HCP-level targeting, and the growing importance of authenticated environments all demand a more sophisticated identity framework.
That’s where Throtle comes in. We help our partners build a future-proof identity foundation, one that’s people-based, compliant, and measurable — so you can continue reaching and engaging the right audiences, regardless of cookie status.
The bottom line: Whether third-party cookies vanish tomorrow or linger indefinitely, Throtle is here to help you move forward with confidence.