In a surprise reversal, Google has officially announced it will not deprecate third-party cookies in its Chrome browser, walking back years of privacy-focused policy development and signalling a major win for digital advertisers.
The company had initially planned to introduce a ‘user-choice’ prompt, giving users the option to opt out of third-party tracking. That feature has now been scrapped.
Why the U-Turn?
According to Anthony Chavez, VP of Google’s Privacy Sandbox, the decision came after extensive discussions with the digital advertising ecosystem, including regulators, publishers, and developers.
“There are divergent perspectives on making changes that could impact the availability of third-party cookies,” Chavez noted in a blog post.
Instead of launching a standalone opt-out prompt, Google says it will continue letting users manage their tracking preferences through Chrome’s Privacy and Security Settings.
What Stays, and What’s Still Changing
While advertisers can breathe a sigh of relief over cookies remaining, Google says it’s not abandoning its broader Privacy Sandbox ambitions. Among the updates:
- Chrome Incognito Mode will continue blocking third-party cookies by default.
- Google will roll out IP Protection for incognito users in Q3 2025, offering an added layer of anonymity.
- Ongoing investments in Chrome’s privacy and security features, including:
- Safe Browsing
- Safety Check
- Built-in password protections
- AI-powered threat detection
Chavez reiterated Google’s commitment to making Chrome “the world’s most trusted browser”, suggesting the company will double down on user security, even as it backs away from more radical changes to ad targeting.
What This Means for Advertisers
This pivot extends the life of third-party cookies, allowing advertisers to continue leveraging behavioural targeting and cross-site tracking. However, it also raises questions about privacy trade-offs, regulatory pressures, and how long this status quo will last.
Google’s decision is expected to be welcomed by adtech firms, publishers, and marketers who were bracing for a more fragmented, first-party data-driven future.
