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2w ago

Google Abandons Standalone Prompt for Third-Party Cookies in Chrome

The company confirms third-party cookies will remain active, with user choice available in settings, as Privacy Sandbox development continues.

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 not introduce a standalone prompt for third-party cookies in Chrome, reversing its earlier plan to phase them out.
  • Users can continue to manage third-party cookie preferences through Chrome's Privacy and Security Settings.
  • The decision comes after feedback from advertisers and publishers, highlighting technical and revenue challenges with Privacy Sandbox APIs.
  • Google plans to roll out IP Protection for Incognito mode in Q3 2025 and will consult with the industry on an updated Privacy Sandbox roadmap.
  • The announcement follows ongoing regulatory scrutiny, including a recent U.S. court ruling that Google holds illegal monopolies in online advertising technology.