Google won’t ditch third-party cookies in Chrome after all

Google drops plans for a one-click prompt to disable tracking cookies.

Google has made an unusual announcement about browser cookies, but it may not come as much of a surprise given recent events. After years spent tinkering with the Privacy Sandbox, Google has essentially called it quits. According to Anthony Chavez, VP of the company's Privacy Sandbox initiative, Google won't be rolling out a planned feature to help users disable third-party cookies. Instead, cookie support will remain in place as is, possibly forever.

Beginning in 2019, Google embarked on an effort under the Privacy Sandbox banner aimed at developing a new way to target ads that could preserve a modicum of user privacy. This approach included doing away with third-party cookies, small snippets of code that advertisers use to follow users around the web.

Google struggled to find a solution that pleased everyone. Its initial proposal for FLoC (Federated Learning of Cohorts) was widely derided as hardly any better than cookies. Google then moved on to the Topics API, but the company's plans to kill cookies have been delayed repeatedly since 2022.

Until today, Google was still planning to roll out a dialog in Chrome that would prompt users to turn off third-party cookies in favor of Google's updated solution. According to Chavez, Google has been heartened to see the advertising industry taking privacy more seriously. As a result, Google won't be pushing that cookie dialog to users. You can still choose to disable third-party cookies in Chrome, though.

Maintaining the status quo

While Google's sandbox project is looking more directionless today, it is not completely ending the initiative. The team still plans to deploy promised improvements in Chrome's Incognito Mode, which has been re-architected to preserve user privacy after numerous complaints. Incognito Mode blocks all third-party cookies, and later this year, it will gain IP protection, which masks a user's IP address to protect against cross-site tracking.

What is Topics?

Chavez admits that this change will mean Google's Privacy Sandbox APIs will have a "different role to play" in the market. That's a kind way to put it. Google will continue developing these tools and will work with industry partners to find a path forward in the coming months. The company still hopes to see adoption of the Privacy Sandbox increase, but the industry is unlikely to give up on cookies voluntarily.

While Google focuses on how ad privacy has improved since it began working on the Privacy Sandbox, the changes in Google's legal exposure are probably more relevant. Since launching the program, Google has lost three antitrust cases, two of which are relevant here: the search case currently in the remedy phase and the newly decided ad tech case. As the government begins arguing that Chrome gives Google too much power, it would be a bad look to force a realignment of the advertising industry using the dominance of Chrome.

In some ways, this is a loss—tracking cookies are undeniably terrible, and Google's proposed alternative is better for privacy, at least on paper. However, universal adoption of the Privacy Sandbox could also give Google more power than it already has, and the supposed privacy advantages may never have fully materialized as Google continues to seek higher revenue.

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