After multiple delays, Google Chrome no longer intends to deprecate third-party cookies, instead empowering users to determine their cookie preferences on an individual basis. While Google's updated approach won't broadly inhibit performance-based partnerships, each user will still have the option to eliminate third-party cookies from their browsing experiences–a setting that makes persistent, accurate affiliate marketing tracking impossible. Further, Google's efforts to prioritize privacy of their users will continue to evolve, and it's not too early for marketers to proactively safeguard their tracking mechanisms.