On July 22, 2024, Google announced that the company had scrapped its plan to phase out the use of third-party cookies in its Chrome browser. In 2020, Google had previously announced plans to phase out the use of third-party cookies on Chrome and instead use privacy-protective APIs through the company’s Privacy Sandbox initiative.

After receiving feedback from various stakeholders, including regulators, web publishers, web developers, civil society and advertising industry stakeholders, 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 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.