Since 2019, Google has been working on plans to eliminate, or at least minimize, the use of digital tracking cookies on its popular Chrome browser, but now the “Privacy Sandbox” initiative seems to have run its course. Google has announced that it will maintain its current position, offering users third-party cookie choice in Chrome’s privacy and security settings, but will not roll out a standalone prompt for these cookies.
Anthony Chavez, VP of Privacy Sandbox at Google, wrote in a blog post about the progress of various industry privacy initiatives since the Privacy Sandbox was established, including new opportunities to safeguard browsing experiences with AI as well as the changes in the global regulatory landscape over the last six years.
Google’s search engine already has been found to be a monopoly by U.S. District Judge Amit Mehta as part of an ongoing antitrust trial. Lawyers for Google and the government are now battling over what penalties Mehta will impose on the company, among which could be the forced sell-off of Chrome.
Antitrust Suit’s Impact on Google Decision
Many industry players will not be sorry to see the Privacy Sandbox recede, particularly those that suspected it was a tool for Google to protect itself at the expense of others. “It’s not a coincidence that Google is moving away from Privacy Sandbox and eliminating third-party cookies after the DOJ ruling that Google operates an ad tech monopoly,” said Field Garthwaite, CEO and Co-founder of IRIS.TV, a video data platform, in comments shared with Retail TouchPoints. “By design, Google built and designed Privacy Sandbox in a way that was punitive to other ad tech players in both achieving performance and demonstrating outcomes,” Garthwaite added. “Carrying out that agenda would further consolidate control under their monopoly, hindering publishers and other technology companies who don’t own the browser and ad tech assets on both sides of a transaction.”
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Google said it will continue to enhance tracking protections in the Chrome Incognito mode, which blocks third-party cookies by default, and plans to launch an IP protection feature in Q3 2025. Google will maintain Chrome technologies such as Safe Browsing, Safety Check, built-in password protections and AI-powered security protections.
The CEO of IAB, David Cohen, also noted the changes in the privacy landscape that have occurred during the first half of this decade. “Decoupling privacy preserving technology from arbitrary deadlines created around third-party cookie deprecation is ultimately a good thing for the industry,” said Cohen in comments provided to Retail TouchPoints. “We should continue our collective progress developing privacy enhancing technologies (PETs) in conjunction with complying with the shifting legislative landscape. In addition, third-party cookies will remain a tool in our toolbox to preserve interoperability across the ecosystem.”
