In a significant shift towards privacy management, Google announced on Tuesday that it will discontinue offering a standalone prompt for third-party cookies within its Chrome browser. This decision is part of the company’s ongoing Privacy Sandbox initiative aimed at enhancing user privacy and security.
Anthony Chavez, the vice president of Privacy Sandbox at Google, clarified the change, stating, “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 will still have the option to manage their cookie preferences through Chrome’s Privacy and Security Settings, allowing for a tailored browsing experience.
The decision follows a prior commitment made by Google in July 2024, wherein the company had abandoned plans to phase out third-party tracking cookies. Instead, Google is focused on providing users with more informed choices regarding data collection and privacy, which has become increasingly relevant in an era marked by heightened scrutiny of privacy practices.
As part of its revised strategy, Google will enhance tracking protections within the Incognito mode of Chrome, which by default blocks third-party cookies. An exciting development is the introduction of a new IP Protection feature, expected to roll out in the third quarter of 2025, which aims to limit third-party access to users’ original IP addresses for cross-site tracking. This feature is currently available as an open-source project, demonstrating Google’s commitment to transparent and user-friendly privacy solutions.
Chavez also acknowledged the diverse perspectives from publishers, developers, regulators, and the advertising industry regarding the changes to cookie management. He expressed an interest in engaging with these stakeholders for feedback and further discussion about the implementation of the Privacy Sandbox APIs. Google aims to provide an updated roadmap for its future investments in privacy technologies in the coming months.
This strategic pivot occurs amid increasing regulatory pressures, particularly in the U.S., where Google is currently facing several accusations related to monopolistic practices in the search and advertising sectors. The U.S. Department of Justice recently suggested the possibility of divesting Google’s Chrome web browser to promote competition in the online search market.
Amid this backdrop, AI company OpenAI has expressed interest in acquiring Chrome if Google is compelled to sell, suggesting a vision for an AI-first browsing experience. This potential transaction highlights the transformative discussions surrounding privacy, data management, and the competitive landscape of technological innovation.