Google retains the current approach in Chrome where users can choose to allow or block third-party cookies themselves.
Google is adjusting its plans around the Privacy Sandbox initiative. Chrome users will retain the option to accept or reject third-party cookies for now. Meanwhile, Google continues to work on improved tracking protection and IP protection in the browser.
Third-party cookies
Contrary to earlier plans, Google will not implement mandatory blocking of third-party cookies in Chrome. Instead, the current approach will be maintained, allowing users to indicate in their privacy settings whether they want to allow third-party cookies. Google states that feedback from the ecosystem, including advertisers, developers, and regulators, varies. Therefore, the company is opting for a cautious approach.
According to Google, much has changed since the announcement of Privacy Sandbox in 2019. The adoption of privacy-focused technologies has accelerated, and AI plays a larger role in personalizing the browsing experience. The global regulatory landscape has also further evolved, contributing to the revision of the strategy.
Incognito mode and IP protection
Chrome will continue to expand tracking protection in Incognito mode, where third-party cookies are already blocked by default. Additionally, Google plans to introduce IP protection in the third quarter of 2025. This measure aims to make it more difficult to track users based on their IP address.
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Google continues to invest in other security features of Chrome, such as Safe Browsing, password protection, and AI-based protection. Furthermore, the company says it will share an updated roadmap for the Privacy Sandbox APIs in the coming months. These APIs are intended to play a role in supporting advertising models that are less dependent on individual tracking.