Google Drops Plans for Standalone Third-Party Cookie Prompt in Chrome
Google announced on Tuesday that it will not introduce a separate prompt for third-party cookies in its Chrome browser, as part of its ongoing Privacy Sandbox project.
“We’ve decided to stick with our current method of giving users choice around third-party cookies in Chrome, and won’t be launching a standalone prompt,” said Anthony Chavez, Google’s Vice President of Privacy Sandbox. “Users can continue managing their preferences through Chrome’s Privacy and Security settings.”
In July 2024, Google had signaled a shift away from fully phasing out third-party cookies, opting instead for a new user experience that supports informed decision-making. The company cited a wide range of feedback from regulators, developers, publishers, and the advertising industry, indicating differing opinions on the future of third-party cookie usage.
Instead of a standalone prompt, Google will focus on strengthening tracking protections in Chrome’s Incognito mode, where third-party cookies are already blocked by default. The company also plans to roll out a new “IP Protection” feature in Q3 2025, which is already available as an open-source project. This feature is designed to obscure users’ original IP addresses in third-party contexts to prevent cross-site tracking.
Chavez acknowledged that the Privacy Sandbox APIs might now play a different role within the digital ecosystem. “We’ll collaborate with the industry to gather input and will share an updated roadmap for these technologies, including new areas of focus, in the coming months,” he added.
Unlike Apple Safari and Mozilla Firefox, which blocked third-party cookies by default starting in 2020, Google’s progress has been slower due to its dual role as both a browser provider and a major player in advertising and search services.
The announcement also comes amid mounting regulatory pressure in the U.S. Google is currently under scrutiny in two separate antitrust cases accusing the company of monopolistic practices in both the search and ad markets. As recently as last month, the U.S. Department of Justice suggested breaking up the tech giant by spinning off Chrome and restructuring its search business to encourage fair competition.
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