Google Drops Cookie Prompt in Chrome, Adds IP Protection to Incognito
Apr 23, 2025
Privacy / Artificial Intelligence
Google on Tuesday revealed that it will no longer offer a standalone prompt for third-party cookies in its Chrome browser as part of its Privacy Sandbox initiative. "We've made the decision to maintain our current approach to offering users third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies," Anthony Chavez, vice president of Privacy Sandbox at Google, said . "Users can continue to choose the best option for themselves in Chrome's Privacy and Security Settings." Back in July 2024, the tech giant said it had abandoned its plans to deprecate third-party tracking cookies and that it intends to roll out a new experience instead that lets users make an informed choice. Google said feedback from publishers, developers, regulators, and the ads industry has made it clear there are "divergent perspectives" on making changes that could affect the availability of third-party cookies. In its...