Google’s long-standing effort to phase out third-party cookies under its Privacy Sandbox project has been scrapped. Instead, a new feature will be introduced in the Chrome browser, enabling users to make informed decisions regarding their web browsing preferences.
In 2019, Google launched the Privacy Sandbox project to seek new ways to enhance online privacy by restricting cookies. But in a blog post published on Monday, Anthony Chavez, the vice president of Google’s Privacy Sandbox, said that while the initiative presented signs of success, it also needed “significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising.”
As a result, he confirmed that Google was moving in a different direction, saying, “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing.”
“They’d be able to adjust that choice at any time,” Chavez added.
Google said it will now focus on providing users with greater control over their browsing data. This includes introducing additional privacy controls, such as IP protection in Chrome’s Incognito mode, as well as ongoing enhancements to the Privacy Sandbox APIs.
Eliminating cookies, as per Google, would negatively affect online publishers and advertisers, who rely on cookies to target ads and measure performance. Initially, the company aimed to get rid of third-party cookies by the end of 2022, but due to various challenges and feedback from advertisers, publishers, and regulatory bodies like the UK’s Competition and Markets Authority (CMA), the deadline was pushed to late 2024 and then to early 2025.
Information about what this new experience will look like in Chrome is still limited. However, the Privacy Sandbox project will continue, providing alternative options for consumers to opt in to.
Chavez explains that it’s been discussing this new path with the UK’s Competition and Markets Authority (CMA) and the Information Commissioner’s Office (ICO).
“We’re grateful to all the organisations and individuals who have worked with us over the last four years to develop, test, and adopt the Privacy Sandbox,” Chavez wrote on Monday. “And as we finalise this approach, we’ll continue to consult with the CMA, ICO, and other regulators globally. We look forward to continued collaboration with the ecosystem on the next phase of the journey to a more private web.”