Google has announced it will not proceed with a standalone prompt for third-party cookies in its Chrome browser, shifting direction once again under its Privacy Sandbox initiative. Instead, users will continue managing cookie preferences through Chrome’s existing Privacy and Security Settings.
Anthony Chavez, vice president of Privacy Sandbox at Google, explained the move: “We’ve made the decision to maintain our current approach… and will not be rolling out a new standalone prompt for third-party cookies.” He emphasized that users can still decide how to manage cookies within the browser’s settings menu.
This announcement comes months after Google initially said in July 2024 that it would delay phasing out third-party cookies. The company had proposed an alternative user experience that would allow individuals to make more informed decisions about cross-site tracking. However, growing feedback from developers, advertisers, regulators, and publishers highlighted conflicting views on the changes, prompting Google to reconsider its rollout.
Unlike Apple’s Safari and Mozilla’s Firefox, which both blocked third-party cookies by default as early as 2020, Google has been more cautious. Its unique position as both a dominant advertising platform and browser vendor has led to complications in aligning privacy advancements with its business model.
Chrome Enhancements Focus on Privacy and Regulatory Pressure
Although it’s scrapping the standalone cookie prompt, Google is doubling down on privacy features in other areas of Chrome. The company will continue strengthening protections in Incognito Mode, where third-party cookies are already blocked by default. A major addition planned for Q3 2025 is the rollout of “IP Protection,” an open-source tool designed to limit a user’s original IP address visibility in third-party contexts. This feature aims to prevent websites from tracking users across the web using IP-based fingerprinting.
“In light of this update, we understand that the Privacy Sandbox APIs may have a different role to play in supporting the ecosystem,” Chavez added. Google plans to consult with the broader industry and release a revised roadmap for Privacy Sandbox technologies in the coming months.
The shift comes as Google faces increasing legal challenges in the United States. Regulators have intensified antitrust scrutiny, with two court rulings alleging the company maintains monopolistic control over the search and advertising industries. In response, the U.S. Department of Justice has proposed drastic measures, including splitting off the Chrome browser from Google’s core business.
In a surprising twist, AI powerhouse OpenAI has expressed interest in acquiring Chrome if regulators force Google to divest. The company suggested it could reimagine the browser experience as “AI-first,” according to reports from Bloomberg and Reuters.
As the privacy landscape evolves and legal pressure builds, Google is walking a tightrope between user protection and sustaining its advertising empire. The company’s next moves will be closely watched by regulators, competitors, and the public alike.
