Introduction
In a shocking development, Google won’t roll out a new standalone prompt for third-party cookies in Chrome, meaning ad tech companies can still use the targeting technology in the world’s most popular web browser. It’s a move that amounts to a U-turn on the Chrome team’s earlier updated approach to deprecating third-party cookies, announced in July last year, with the latest development bound to cause ructions across the ad tech ecosystem. “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,” wrote Anthony Chavez, VP Privacy Sandbox at Google, in a blog post published earlier today (April 22). “Users can continue to choose the best option for themselves in Chrome’s Privacy and Security Settings.” GetMyIndia.com
Third-Party Cookie Settings Merged with General Web Browsing Preferences
In July 2024, VP of Privacy Sandbox Anthony Chavez said the feature had the goal of “finding innovative solutions that meaningfully improve online privacy while preserving an ad-supported internet that supports a vibrant ecosystem of publishers, connects businesses with customers, and offers all of us free access to a wide range of content.” Under this plan, the user would have “an informed choice” about third party cookies, the tracking technology for third-party ads. “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time,” Chavez said. “We’re discussing this new path with regulators, and will engage with the industry as we roll this out.”
However, in April 2025, Chrome confirmed there will no longer be standalone prompts asking users to accept or reject third-party ad tracking. Chrome took “publishers, developers, regulators, and the ads industry” into account in the decision, Chavez wrote in April.
“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,” he said. “Users can continue to choose the best option for themselves in Chrome’s Privacy and Security Settings.”In those settings, users can manually block or enable third-party cookies or specify individual sites from which the user will accept third-party cookies.
Why Google’s Ad Tech Drew Antitrust Scrutiny
The Department of Justice’s legal challenge targeted Google’s dominant position within the intricate layers of online advertising technology. The core of the government’s argument was that Google illegally monopolized aspects of this market, specifically the tools publishers use to offer ad space and the exchanges where that space is bought and sold. The court’s ruling found that Google’s methods for connecting its publisher ad server and ad exchange were anticompetitive, ultimately harming market participants.
The judgment specifically held Google liable for engaging in practices designed to acquire and maintain monopoly power in these areas. This focus on the plumbing of the internet advertising market highlights regulatory concerns over how dominant platforms may leverage their control in one area to suppress competition in others.
Privacy Sandbox affects both advertisers and audiences
Chavez noted this shift may affect developers using the Privacy Sandbox APIs, and said Chrome will share an updated roadmap “in the coming months.”
The change is being made because of feedback from across the industry, but Privacy Sandbox has been a mixed bag from the beginning. As DigiDay pointed out, ad tech companies and publishers have described the Privacy Sandbox as difficult to work with.
While the Privacy Sandbox offers a middle ground between privacy and ad tech, it has not matched the stricter cookie-blocking measures already enforced by Safari and Firefox. Google is currently embroiled in an antitrust lawsuit, which includes, among other issues, whether Google monopolized open-web digital advertising markets. In a notable aside during the antitrust trial on Tuesday, an OpenAI representative said the company would be interested in buying Chrome if a court forces Google to divest the browser, though the scenario remains speculative.
The opportunity cost
For many marketers, the decision for Google to keep cookies (for the foreseeable future) brings relief. Though many brands and publishers continue to embrace new identity solutions, there are those who feel they need more time before they eliminate cookies from their identity strategy, even with the growing need to find new identity solutions.
For those who have spent years preparing for a cookieless landscape, this reversal is met with frustration. “Is there a Google form to submit time sheets? I’d like to bill for all the hours spent on Sandbox, please,” Thomas says.
Still, this is no laughing matter. “Endless millions of hours and dollars have been wasted by companies in preparation for this, and many millions more have been lost in opportunity cost and thwarted investment. That is unforgivable and should add further urgency to the moves by the DOJ, E.U. and U.K. to clip Google’s wings permanently with antitrust actions,” says James Rosewell, co-founder of Movement for an Open Web, in a statement.
Conclusion
Google’s updated approach to third-party cookie settings aims to balance user privacy and ad tech companies’ needs. By integrating cookie controls into broader privacy settings, Chrome offers a more streamlined experience for users while still supporting the advertising ecosystem. For end users, this means clearer choices and potentially fewer interruptions, while companies can continue to deliver personalized content without abrupt disruptions. As privacy regulations evolve, this move signals Google’s effort to stay compliant while keeping both users and advertisers in mind.
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