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Google has announced it will no longer introduce a separate prompt for managing third-party cookies in Chrome, reinforcing its current approach through the browser’s Privacy and Security settings. The update is part of its broader Privacy Sandbox initiative.
“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,” said Anthony Chavez, VP of Privacy Sandbox at Google. “Users can continue to choose the best option for themselves in Chrome's Privacy and Security Settings.”
The tech giant had earlier revealed plans for a revamped cookie experience that would provide users with more transparency and choice. However, after extensive feedback from publishers, developers, regulators, and the ad industry, Google recognized differing opinions about removing third-party cookies altogether.
Instead of pushing a prompt, Google will enhance privacy protections in Incognito mode—where third-party cookies are already blocked by default. A significant addition will be IP Protection, slated for release in Q3 2025. The open-source feature aims to mask users' IP addresses from third-party trackers during Incognito sessions, preventing cross-site tracking.
Chavez added that the role of Privacy Sandbox APIs may evolve due to these changes, and Google will collaborate with the industry to define a refreshed roadmap in the months ahead.
This move positions Google alongside privacy-conscious competitors like Apple’s Safari and Mozilla Firefox, both of which have blocked third-party cookies by default since 2020. However, Google’s dual role as an ad giant and browser vendor has complicated its transition to stricter privacy measures.
The announcement also comes amid rising legal pressure. U.S. regulators are scrutinizing Google's dominance in advertising and search, with the Department of Justice suggesting structural changes—including a possible divestment of the Chrome browser. Notably, AI firm OpenAI has expressed interest in acquiring Chrome if it's spun off, with ambitions to build an AI-first browser experience.
With evolving regulations and shifting user expectations, Google appears to be recalibrating its privacy priorities—balancing transparency, user control, and ecosystem dynamics—while keeping Chrome competitive in a privacy-focused era.
“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,” said Anthony Chavez, VP of Privacy Sandbox at Google. “Users can continue to choose the best option for themselves in Chrome's Privacy and Security Settings.”
The tech giant had earlier revealed plans for a revamped cookie experience that would provide users with more transparency and choice. However, after extensive feedback from publishers, developers, regulators, and the ad industry, Google recognized differing opinions about removing third-party cookies altogether.
Instead of pushing a prompt, Google will enhance privacy protections in Incognito mode—where third-party cookies are already blocked by default. A significant addition will be IP Protection, slated for release in Q3 2025. The open-source feature aims to mask users' IP addresses from third-party trackers during Incognito sessions, preventing cross-site tracking.
Chavez added that the role of Privacy Sandbox APIs may evolve due to these changes, and Google will collaborate with the industry to define a refreshed roadmap in the months ahead.
This move positions Google alongside privacy-conscious competitors like Apple’s Safari and Mozilla Firefox, both of which have blocked third-party cookies by default since 2020. However, Google’s dual role as an ad giant and browser vendor has complicated its transition to stricter privacy measures.
The announcement also comes amid rising legal pressure. U.S. regulators are scrutinizing Google's dominance in advertising and search, with the Department of Justice suggesting structural changes—including a possible divestment of the Chrome browser. Notably, AI firm OpenAI has expressed interest in acquiring Chrome if it's spun off, with ambitions to build an AI-first browser experience.
With evolving regulations and shifting user expectations, Google appears to be recalibrating its privacy priorities—balancing transparency, user control, and ecosystem dynamics—while keeping Chrome competitive in a privacy-focused era.
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