On July 22, 2024, Google announced that the company is scrapping its plans to phase out the use of third-party cookies in its Chrome browser. Google previously announced plans in 2020 to phase out third-party cookies, a digital advertising tool that tracks consumers’ Internet activity across websites. The company intended to replace third-party cookies with privacy-protective APIs through its Privacy Sandbox initiative.

However, after receiving feedback from various stakeholders, including regulators, publishers, web developers and standards groups, civil society and participants in the advertising industry, Google determined that the transition to Privacy Sandbox APIs would require “significant work by many participants” and “have an impact on publishers, advertisers, and everyone involved in online advertising.”

In light of this feedback, rather than deprecating third-party cookies, Google has decided to pursue a new user experience in Chrome that “lets people make an informed choice that applies across their web browsing” and enables them to “adjust that choice at any time.” While Google works on this new approach, it will continue to develop and make available the Privacy Sandbox APIs, as well as offer additional privacy controls.