Adtech stocks jumped in value in reaction to the news that Google Chrome’s cookie deprecation plans were seemingly no more.

But after repeated delays, plus disputes and consternation from all corners towards Privacy Sandbox, is there really reason to celebrate?

You couldn’t move for takes on social media after the news – a sign of its significance, but also the ambiguity of Google’s post itself.

Here is a selection of some of the comments that stood out:

1. Trey Titone of adtechexplained:

“This decision may allow Google to have its cake (or cookie) and eat it too by enlisting users to do the dirty work of deprecation.”

2. Jamie MacEwan, Senior Media Analyst, Enders Analysis:

“The cliff edge is gone, but 3PCs are still yesterday’s technology. Marketers should prepare for a low cookie world, if not a no-cookie world.”

3. Product Manager Marek Vacek:

“I see some confusion over Google corporatespeak statement regarding end of third party cookies. So let me sum it up for you: Somewhere down the line Chrome users will get one of these pop-ups. We just don’t know which one.”

His post includes two versions of what Google’s Sandbox / cookies opt-in consent box might look like.

4. Check My Ads Institute’s Arielle Garcia:

“Under Google’s new approach, users may opt out en masse. That could effectively make cookies obsolete, but shield Google from any anticompetitive liability for blocking them.”

As quoted in the Amazon Days Substack.

5. Nano CEO Carl White:

“We’ve been saying for quite some time that Google’s cookie deprecation saga was a distraction – a red herring diverting attention from the bigger issue of widespread signal loss. As Chrome shifts to offering consumers the choice between cookies, Sandbox, or opting out completely, the future of people-based signals looks even more cloudy.”

“How do we move forward amidst the continued noise of the crumbling (or not) cookie? With 70% of consumers already masking their data from profiling, the focus needs to shift to intent-led targeting. This approach offers targeted reach without the complications of profiling, IDs, or cookies—across all browsers.”

As quoted in ExchangeWire.