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Google won’t ditch third-party cookies in Chrome after all

  • Google announced on April 22, 2025, that it will keep supporting third-party cookies in Chrome and not roll out a new opt-out prompt for them.
  • This reversal follows years of delays and industry feedback, including concerns from regulators like the UK Competition and Markets Authority.
  • Google introduced the Privacy Sandbox in 2019 to replace cookies with privacy-preserving tools like the Topics API, but these efforts faced technical and ecosystem challenges.
  • Vice President Anthony Chavez announced that Google will continue with its existing method for managing third-party cookie preferences in Chrome, opting not to introduce a new separate prompt for users to opt out.
  • The decision allows advertisers to continue with cookie-based tracking without disruption while Google advances privacy tools like IP Protection in Incognito mode planned for release in 2025.
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Digiday broke the news in on Tuesday, April 22, 2025.
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