Google on Tuesday said it has decided not to move forward with its earlier plan to eliminate third-party cookies in Chrome. Anthony Chavez, Vice President of Privacy Sandbox, confirmed that the browser will continue using its existing system, where users can choose to enable or disable third-party cookies via Privacy and Security Settings. There will be no new standalone prompt for managing cookies.
Why this change?
Chavez said the decision came after extensive consultation with developers, publishers, advertisers, regulators, and others across the ecosystem. He noted that opinions remain divided on limiting third-party cookies, and added that keeping the current setup is the most practical approach.
“The Privacy Sandbox initiative seeks to enhance online privacy while supporting an ad-driven internet,” Chavez said. He also mentioned that as the industry moves toward adopting newer privacy-preserving tools, a different direction is now required.
Where does the Privacy Sandbox stand?
First launched in 2020, the Privacy Sandbox was designed to improve web privacy without disrupting the advertising model. Google initially planned to block third-party cookies in Chrome, following the path of browsers like Firefox and Safari.
It introduced tools such as the Topics API, which assigns user interest categories based on browsing behavior. However, progress has been slow, and the initiative faced pushback. Chavez noted that developments in privacy technologies, AI-powered security, and regulatory changes since 2019 have reshaped how Google views privacy solutions.
Updates to Incognito mode and tracking protections
Chavez mentioned that Chrome’s Incognito mode, which already prevents third-party cookies, will get additional privacy measures to strengthen its tracking protections. He also confirmed that IP Protection is set to launch between July and September 2025.
Google will also continue to improve its security features, including:
- Safe Browsing
- Safety Check
- Built-in password protections
- AI-powered security tools
Chavez emphasized that Google’s goal is for Chrome to remain one of the most trusted browsers globally.
Next steps and future plans
Google will continue engaging with the industry to gather feedback and will share an updated roadmap for the Privacy Sandbox APIs in the coming months. Chavez mentioned that these APIs could serve a new role in supporting a privacy-focused yet functional web ecosystem.