Google has decided not to introduce a standalone prompt for third-party cookies in its Chrome browser as part of its Privacy Sandbox initiative. The decision follows feedback from various stakeholders, including publishers, developers, and regulators, who expressed divergent views on changing third-party cookie usage. Users will still be able to manage their cookie preferences within Chrome’s Privacy and Security Settings. Instead of a new prompt, Google will focus on enhancing privacy protections, including improvements to Incognito mode, which blocks third-party cookies by default.
In place of the prompt, Google will invest in strengthening Chrome’s tracking protections and is set to introduce an IP Protection feature in 2025. This feature aims to limit the availability of a user’s IP address in third-party contexts during Incognito browsing. Google’s goal is to prevent cross-site tracking and increase user privacy while browsing the web. Additionally, the company emphasized that the Privacy Sandbox APIs will have a different role, with future updates based on industry feedback.
This decision comes at a time when Google faces regulatory scrutiny, particularly in the United States, over its dominance in search and advertising markets. The U.S. Department of Justice has recently proposed breaking up Google to restore competition, particularly by separating its search engine and Chrome browser. These ongoing legal challenges highlight the complexity Google faces in balancing its business interests with privacy concerns and regulatory compliance.
Google’s move contrasts with the approaches of Apple Safari and Mozilla Firefox, which have blocked third-party cookies by default since 2020. Google’s position as both a browser vendor and an advertising platform has made it more challenging to implement similar changes. Despite this, the company remains committed to improving privacy features and engaging with industry stakeholders to refine its roadmap and future technologies in the space.
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