Google Keeps Third-Party Cookie Choice for Chrome Users

Google will maintain its current approach to offering Chrome users third-party cookie choice. The company will not roll out a new standalone prompt for third-party cookies and will continue to enhance tracking protections in Incognito mode. Google will continue to invest in Chrome's security features and will engage with the industry to gather feedback on the Privacy Sandbox APIs.

In a significant update to its privacy initiatives, Google has decided to maintain its current approach to offering users third-party cookie choices in Chrome, without introducing a new standalone prompt. This move comes as a reversal of the company's earlier plans to deprecate third-party cookies, announced last year [1]. The decision was communicated by Anthony Chavez, VP of Privacy Sandbox at Google, in a recent blog post [1].

Chavez stated that users can continue to choose their preferred third-party cookie settings through Chrome's Privacy and Security Settings. This decision was influenced by industry feedback and the need to address divergent perspectives on third-party cookies' availability [1]. While the move maintains third-party cookie use, it does not mark the end of the Privacy Sandbox project. Google will continue to support initiatives such as IP Protection for Chrome Incognito users, set to be rolled out in Q3 [1].

The Privacy Sandbox project, initiated in 2019, has faced criticism and technical challenges, particularly regarding its 1:1 design, which clashes with ad tech's multi-party setup. Despite these challenges, active participants like Criteo-owned BidSwitch, Index Exchange, and Raptive have continued to experiment with the proposed APIs [1]. However, experimentation has stalled due to issues like scalability, real-time data processing, and publishers' hesitance to adopt the new system [1].

Google has reaffirmed its commitment to the Privacy Sandbox initiative, emphasizing its goal of enhancing online privacy while supporting a sustainable internet funded by advertising [2]. The company plans to introduce IP Protection in Chrome's Incognito mode by the third quarter of 2025, along with additional security features [2]. Google will collaborate with industry partners to gather insights and update the roadmap for Privacy Sandbox APIs, aiming to redefine their role in supporting the digital advertising ecosystem [2].

This decision is particularly relevant to companies in the marketing technology sector, such as Trade Desk (TTD), Criteo (CRTO), Magnite (MGNI), and LiveRamp (RAMP), which may need to adapt to these evolving privacy standards [2]. Google's focus on enhancing Chrome's tracking protections, particularly in Incognito mode, positions the browser as a trusted choice for users concerned about privacy.

References:
[1] https://digiday.com/media/google-chrome-will-now-continue-to-use-third-party-cookies/
[2] https://www.gurufocus.com/news/2794713/google-googl-maintains-thirdparty-cookie-approach-in-chromes-privacy-sandbox-crto-stock-news