Google reverses course on Privacy Sandbox, keeps third-party cookies in Chrome after all

After years of development on the Privacy Sandbox, Chrome users will ultimately see no change in third-party cookie management. Anthony Chavez, VP of the Privacy Sandbox initiative, announced that the company will maintain its current method of offering third-party cookie choices, foregoing a new standalone prompt. Chavez notes that since the initiative's start in 2019, the context has shifted significantly, with increased use of privacy-enhancing technologies, advancements in AI for secure browsing, and changes in global regulations.

Users will still have the ability to manage their privacy preferences in Chrome's settings. Chavez also mentioned ongoing improvements to tracking protections in Chrome's Incognito mode, which already blocks third-party cookies by default. This includes plans to introduce IP protection by Q3 2025. He acknowledged that the Privacy Sandbox APIs might have a “different role to play” in the ecosystem moving forward.

Chavez concluded by stating that Google will engage with industry stakeholders to gather feedback and will release an updated roadmap for these technologies and future investment areas in the coming months.