Google has officially decided not to disable third-party cookies in its Chrome browser, reversing years of development under the Privacy Sandbox project. Anthony Chavez, vice president of the Privacy Sandbox initiative, confirmed that the company has also scrapped plans to introduce a browser prompt asking users to opt out of cookies. As a result, third-party cookies will remain available in Chrome, potentially for the foreseeable future.
Since 2019, Google has been developing Privacy Sandbox as a way to enhance user privacy while still allowing targeted advertising. This involved phasing out third-party cookies, which are small data files used by advertisers to track user behavior across the web.
At one point, Google planned to display a dialog box in Chrome encouraging users to voluntarily disable these cookies in favor of the newer Privacy Sandbox technologies. However, Chavez stated that growing efforts within the advertising industry to prioritize privacy made this unnecessary. Users who still prefer to disable third-party cookies can do so manually through Chrome’s settings.
Ongoing Development Amid Legal and Market Concerns
While the original vision for Privacy Sandbox remains unfulfilled, the project has not been abandoned entirely. Google intends to continue enhancing Incognito mode—which already blocks third-party cookies—and plans to introduce IP address protection later this year to reduce cross-site tracking. The Privacy Sandbox API will take on a revised role moving forward, and its development is set to continue.
Experts suggest that the shift in strategy may be linked to ongoing antitrust lawsuits. Since the announcement of Privacy Sandbox, Google has faced three legal challenges, two of which are tied to its dominance in search and advertising. Critics argue that Chrome gives Google too much power, and a mandatory move away from cookies could be perceived as reinforcing monopolistic control.
The continued use of third-party cookies may appear to be a step backward in terms of privacy, given that the technology is now considered outdated and less secure, notes NIX Solutions. However, an immediate transition to a new system could further consolidate Google’s influence in digital advertising. For now, the real impact of Privacy Sandbox for users remains uncertain.
Still, Google remains optimistic that the new technologies will gain traction over time. Discussions with industry partners are ongoing to find a middle ground between privacy and business needs—and we’ll keep you updated as more integrations become available.