Google confirms third-party cookies will stay after all

Google will not be rolling out a standalone prompt for third-party cookies and will maintain its current approach to offering users third-party cookie choice in Chrome, meaning that its original cookie deprecation plan is over. 

Don't miss: Google abandons third-party cookie kill, but the cat is out of the bag

This comes after the tech giant backtracked on its plan to remove third-party cookies in its Chrome browser and proposed an updated approach that elevates user choice last July. Anthony Chavez, vice president of the Google-backed Privacy Sandbox initiative said Google would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing.

"As we’ve engaged with the ecosystem, including publishers, developers, regulators, and the ads industry, it remains clear that there are divergent perspectives on making changes that could impact the availability of third-party cookies," said Chavez in the latest blog post on Privacy Sandbox.

In addition, a lot has changed since Google announced the Privacy Sandbox initiative in 2019 and entered into a formal engagement with the CMA and ICO in 2022, he added. For example, the adoption of privacy-enhancing technologies has accelerated, new opportunities to safeguard and secure people’s browsing experiences with AI have emerged, and the regulatory landscape around the world has evolved considerably.

"Taking all of these factors into consideration, 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 can continue to choose the best option for themselves in Chrome’s Privacy and Security Settings," he added.

Google will continue to enhance tracking protections in Chrome's Incognito mode, which already blocks third-party cookies by default, Chavez said. "This includes IP Protection, which we plan to launch in Q3 2025. And we'll continue to invest in making Chrome the world’s most trusted browser, with technologies such as safe browsing, safety check, built-in password protections, AI-powered security protections, amongst others."

Chavez said Google understands that the Privacy Sandbox APIs may have a different role to play in supporting the ecosystem. "We’ll engage with the industry to gather feedback and share an updated roadmap for these technologies, including our future areas of investment, in the coming months. We’re grateful for the continued partnership from companies across the world in advancing privacy-preserving solutions that can support a healthy, thriving web ecosystem."

The latest announcement also comes amidst legal pressure on Google, of which a US judge ruled on Thursday that tech company illegally dominates two markets for online advertising technology. US district judge Leonie Brinkema in Alexandria, Virginia, said in the judgement that Google has "wilfully engaged in a series of anticompetitive acts to acquire and maintain monopoly power in the publisher ad server and ad exchange markets for open-web display advertising".

"This exclusionary conduct substantially harmed Google's publisher customers, the competitive process, and, ultimately, consumers of information on the open web," she added.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Google to fork out US$1bn in licencing payments to news publishers
Google promises third party brand safety reporting on YouTube