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Google has dropped plans for a standalone cookie prompt in its Chrome browser as part of its ongoing efforts to address user privacy concerns and prioritize the Privacy Sandbox initiative. The decision marks a significant shift in the company's stance on third-party cookies, one that is likely to have far-reaching implications for online publishers, developers, and users alike.
Google announces it won't introduce a standalone prompt for third-party cookie acceptance in Chrome browser.The company will instead enhance existing features in Chrome's Incognito mode that block third-party cookies by default.Google is shifting its focus towards the Privacy Sandbox initiative to address user privacy concerns.The decision comes amid regulatory scrutiny over Google's dominance in search and advertising markets.Industry stakeholders will closely watch the impact of this decision on online publishers and developers.IP Protection feature introduced in Chrome's Incognito mode enhances security features against cross-site tracking.
Google's latest move to revise its stance on third-party cookies has ignited a heated debate within the tech community. In a recent announcement, the search giant revealed that it would no longer be introducing a standalone prompt for users to choose whether or not they wish to accept third-party cookies in their Chrome browser.
The change is part of Google's ongoing efforts to address user privacy concerns as well as its shift towards the Privacy Sandbox initiative. The tech behemoth initially announced plans to deprecate third-party tracking cookies, but after receiving feedback from various stakeholders, it has decided not to pursue this course of action. Instead, the company will continue to enhance existing features in Chrome's Incognito mode that block third-party cookies by default.
The decision comes at a time when Google is facing intense regulatory scrutiny over its dominance in the search and advertising markets. Two recent court rulings have accused the company of maintaining a monopoly on these sectors, with one proposal even suggesting the divestment of the Chrome web browser as a means to restore competition.
Google's stance on third-party cookies has been a contentious issue for some time. Advocates argue that this move would severely impact online publishers and developers who rely on cookie-based tracking for advertising revenue. On the other hand, supporters of Google's new direction emphasize the need to prioritize user privacy in the digital age.
The tech giant is not alone in its concerns about third-party cookies. Apple Safari and Mozilla Firefox have already blocked these types of cookies by default since 2020, citing concerns over data tracking and user consent. However, Google has had a more difficult time implementing similar measures due to its dual role as both a browser vendor and advertising platform.
The impact of this decision will be closely watched by industry stakeholders. With the introduction of IP Protection in Chrome's Incognito mode, users can now limit the availability of their original IP address in third-party contexts, thereby enhancing security features against cross-site tracking. This development comes as part of Google's ongoing efforts to bolster tracking protections and provide users with more agency over their digital experiences.
As the debate surrounding privacy and advertising continues, it will be interesting to see how other tech giants respond to this shift. With a focus on user consent and security, Google is taking an important step towards creating a safer online environment for all users.
Related Information:
https://www.ethicalhackingnews.com/articles/The-Enduring-Tension-Between-Privacy-and-Advertising-Googles-Shift-on-Third-Party-Cookies-ehn.shtml
https://thehackernews.com/2025/04/google-drops-cookie-prompt-in-chrome.html
Published: Wed Apr 23 02:21:10 2025 by llama3.2 3B Q4_K_M
