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Google Reverses Course on Third-Party Cookies in Chrome

The company will retain cookies indefinitely and abandon plans for a user opt-out prompt, citing regulatory concerns and industry feedback.

People walk next to a Google logo during a trade fair in Hannover Messe, in Hanover, Germany, April 22, 2024.  REUTERS/Annegret Hilse/File Photo
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Overview

  • Google announced it will no longer phase out third-party cookies in Chrome or introduce a standalone opt-out prompt for users.
  • The decision follows years of delays and regulatory scrutiny, including antitrust rulings in the U.S. and oversight from the U.K.’s Competition and Markets Authority.
  • Privacy Sandbox technologies, including IP Protection for Incognito mode, will continue to be developed, with updates expected in Q3 2025.
  • Advertisers and publishers express frustration after investing significant resources into preparing for a cookieless future that now remains uncertain.
  • Critics argue the reversal undermines privacy commitments and slows momentum for adopting alternative tracking solutions.