Google has decided to keep Chrome's current approach to third-party cookie choice and will not roll out a new standalone prompt for third-party cookies. The company said users can continue managing their preferences through Chrome's Privacy and Security settings.
The decision marked another major change in the long-running Privacy Sandbox story. Google had spent years working on ways to reduce cross-site tracking while still supporting digital advertising and measurement. However, the company said feedback from publishers, developers, regulators and the advertising industry showed that there were still sharply different views on changes that could affect the availability of third-party cookies.
Reuters reported that Google's announcement meant the company would retain third-party cookies in Chrome rather than introduce a new standalone user prompt. The report also noted the wider regulatory environment around Google's advertising business, including legal pressure in the United States.
Google says it will continue enhancing tracking protections in Chrome's Incognito mode, which already blocks third-party cookies by default. It also said it would keep investing in browser trust and safety technologies such as Safe Browsing, Safety Check, built-in password protections and AI-powered security features.
For users, the immediate result is continuity: third-party cookie controls remain available in Chrome settings rather than being replaced by a new browser-wide prompt. For advertisers and publishers, the decision reduces near-term disruption but leaves privacy strategy questions unresolved.
For developers, the message is mixed. Privacy Sandbox APIs may still have a role, but Google has said it will gather feedback and share an updated roadmap for future investment areas. The Chrome privacy debate is therefore not over; it has shifted from a single cookie-removal deadline toward a more gradual and contested set of tracking-protection decisions.