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.