Google Chrome Keeps Third-Party Cookies Settings, Lets Users ‘Make an Informed Choice’

Privacy Sandbox, originally pitched as an alternative to cross-site ad tracking, will not show a standalone prompt. Instead, Chrome is readying a different “informed choice.”

Google has backed off from its earlier plan to introduce a standalone prompt in Chrome for managing third-party ad tracking, citing industry feedback and regulatory discussions. The change was announced on April 22 as one of several updates to the Chrome team’s Privacy Sandbox program.

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Third-party cookie settings will be lumped in with other choices across web browsing

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 ...