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The Google project to eliminate third-party cookies in Chrome will no longer move forward. The Privacy Sandbox initiative, responsible for developing privacy solutions, has announced that it will not release a new standard to deactivate them.

“We have decided to maintain our approach of offering access to third-party cookies in Chrome and will not release a new prompt for this,” said Anthony Chavez, vice president of Privacy Sandbox, in an official statement on Tuesday (22).

The announcement effectively marks the end of the idea of removing these cookies and reformulating the entire web advertising market, an idea proposed by Google in 2019 that never came to fruition.

Cookies are small files that store usage data when accessing a website. Primary cookies are managed by the websites themselves and can save important information, such as access credentials.

Third-party cookies, as the name suggests, are created by other sites and are important for delivering targeted ads on the web, as they import user preferences and page access data to personalize the experience.

For example, if you visited a store’s website and accessed product pages, third-party cookies can be used by another site to show specific ads from the previous store.

While this practice segments the experience, it also raises privacy concerns for users, as websites can monitor individual behavior patterns.

What is the Privacy Sandbox?

The Privacy Sandbox project was revealed in 2019 by Google with the goal of building APIs and other mechanisms to increase online privacy. The main objective was to create a toolkit to replace third-party cookies and establish a new standard in Chrome.

Instead of collecting individual data, the Privacy Sandbox would create groups of profiles with similar preferences. The measure, however, was criticized by regulators, as it would help maintain Google’s dominance over web ads, and lost momentum over the years with a series of delays.

What options are available in Chrome?

The Privacy Sandbox announced that it will maintain the block against third-party cookies in Chrome’s incognito mode, already activated by default in the app, and still plans to launch an IP address protection feature in the same mode later this year.

The privacy and security area of the browser has a dedicated tab for “cookies,” with options to block all components on sites and prevent tracking during navigation.

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