Google has announced that it will not be phasing out third-party cookies from its Chrome browser after almost four years of work on the Privacy Sandbox project. Instead, the tech giant will be providing users with options on how they want to be tracked on the web.
In 2020, Google had urged browser makers, publishers, developers, and advertisers to move away from using third-party cookies in an effort to create a more private and secure online experience for users. Despite pushback from online advertisers, Google had originally set a deadline of April 2025 for removing third-party cookies from Chrome.
However, after engaging in discussions with various stakeholders, including regulators, publishers, developers, and others, Google has come to the realization that building advertising mechanisms that also prioritize user privacy has significant implications for online advertisers.
“In light of this, we are proposing an updated approach that elevates user choice,” said Chavez, a representative from Google. “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.”
One of the key tools that Google has been developing in this effort is the Privacy Sandbox, a suite of APIs designed to enhance online ad delivery and analytics while incorporating privacy protections. Chrome users will now have the option to either continue using third-party cookies or opt for the Privacy Sandbox.
The Electronic Frontier Foundation (EFF) raised concerns about Google’s approach, highlighting that major browsers like Safari and Firefox already block third-party cookies by default, whereas Chrome does not. Additionally, while the Privacy Sandbox may offer some privacy benefits, it ultimately shifts control of online tracking from third-party trackers to Google, according to Lena Cohen from EFF.
Cohen emphasized that this shift in control does not necessarily equate to improved privacy for users. As an alternative, EFF recommended downloading their Privacy Badger browser extension, which allows users to opt out of Privacy Sandbox and the broader online tracking ecosystem.
It remains to be seen how users will respond to Google’s updated approach and the choice between third-party cookies and the Privacy Sandbox. As online privacy continues to be a major concern for internet users, the tech industry will likely face ongoing scrutiny and pressure to prioritize user privacy in its practices.