Google has confirmed that it will no longer introduce a new standalone prompt for third-party cookies in Chrome. This move will allow ad tech companies to continue using the tracking technology in the popular browser. The latest change marks a departure from the Chrome team’s previous plan to phase out third-party cookies, which was announced in July 2024. The update is expected to have a significant impact on the advertising technology industry, as companies have been preparing for a shift away from cookie-based tracking in response to Google's earlier announcement.
Privacy advocates have criticised the reversal, arguing that it encourages extensive user tracking across sites. However, users will still be able to adjust cookie preferences via Chrome’s Privacy and Security settings panel. Meanwhile, ad tech companies have welcomed the move, as it preserves established targeting tools without forcing a shift to alternative methods.
What Google said about tracking third-party cookies in Chrome
In a blog post, Anthony Chavez, VP Privacy Sandbox at Google, wrote: “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. Users can continue to choose the best option for themselves in Chrome’s Privacy and Security Settings.”
According to Google, Privacy Sandbox will continue in other forms with select projects developed within it, such as IP Protection for Chrome Incognito users, which are still moving forward and are expected to launch in Q3.
“In light of this update, we understand that the Privacy Sandbox APIs may have a different role to play in supporting the ecosystem. We’ll engage with the industry to gather feedback and share an updated roadmap for these technologies, including our future areas of investment, in the coming months,” Chavez added.
What does this move mean for Google Chrome users
This move will allow existing trackers embedded on multiple sites to still follow user activity across the web, potentially sharing profiles with advertisers. However, users can still navigate to Settings > Privacy and security > Cookies and other site data to block or allow third-party cookies manually
This also means that no new standalone cookie-consent UI will appear for users as Chrome’s existing cookie controls remain the only built-in option. Websites relying on third-party cookies for personalised ads and content recommendations will even continue to function without disruption.
Meanwhile, it's important to note that users may still see highly targeted ads based on their cross-site browsing history, as no new privacy barrier will be enforced. Users concerned about tracking can enable “Block third-party cookies” or browse in Incognito mode, which blocks cookies by default in private sessions.
Privacy advocates have criticised the reversal, arguing that it encourages extensive user tracking across sites. However, users will still be able to adjust cookie preferences via Chrome’s Privacy and Security settings panel. Meanwhile, ad tech companies have welcomed the move, as it preserves established targeting tools without forcing a shift to alternative methods.
What Google said about tracking third-party cookies in Chrome
In a blog post, Anthony Chavez, VP Privacy Sandbox at Google, wrote: “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. Users can continue to choose the best option for themselves in Chrome’s Privacy and Security Settings.”
According to Google, Privacy Sandbox will continue in other forms with select projects developed within it, such as IP Protection for Chrome Incognito users, which are still moving forward and are expected to launch in Q3.
“In light of this update, we understand that the Privacy Sandbox APIs may have a different role to play in supporting the ecosystem. We’ll engage with the industry to gather feedback and share an updated roadmap for these technologies, including our future areas of investment, in the coming months,” Chavez added.
What does this move mean for Google Chrome users
This move will allow existing trackers embedded on multiple sites to still follow user activity across the web, potentially sharing profiles with advertisers. However, users can still navigate to Settings > Privacy and security > Cookies and other site data to block or allow third-party cookies manually
This also means that no new standalone cookie-consent UI will appear for users as Chrome’s existing cookie controls remain the only built-in option. Websites relying on third-party cookies for personalised ads and content recommendations will even continue to function without disruption.
Meanwhile, it's important to note that users may still see highly targeted ads based on their cross-site browsing history, as no new privacy barrier will be enforced. Users concerned about tracking can enable “Block third-party cookies” or browse in Incognito mode, which blocks cookies by default in private sessions.
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