Google Abandons Standalone Chrome Third-Party Cookie Prompt
2025-04-22
In a surprising move, Google has decided against rolling out a standalone prompt for third-party cookies in Chrome. This means ad tech companies can continue using targeting technology in the world's most popular browser, marking a reversal of the Chrome team's July 2022 announcement to deprecate third-party cookies. The decision, attributed to industry feedback, will likely cause significant disruption in the ad tech ecosystem. While Google states that other Privacy Sandbox initiatives will continue, the future of the project's APIs remains uncertain, with Google promising an updated roadmap in the coming months.
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Third-party Cookies