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The End of Third-Party Cookies… Maybe Not

Since 2019, Alphabet (Google) has been developing the Privacy Sandbox initiative to enhance online privacy while preserving a sustainable, ad-supported internet. While the “end of third-party cookies” has been widely discussed, recent developments suggest that the transition may not be as final as once anticipated.

The end of cookies… or not quite

For years, third-party cookies were expected to disappear entirely. The Privacy Sandbox was designed to address growing privacy concerns while continuing to support publishers, advertisers, and digital businesses.

Throughout its development, Google has incorporated feedback from regulators, publishers, web developers, civil society, and the advertising industry, refining its approach along the way.

What is the Privacy Sandbox?

The Privacy Sandbox consists of a set of APIs and technologies aimed at reducing individual user tracking while still enabling effective and relevant advertising.

Early tests conducted by ad tech companies, including Google, show encouraging results, suggesting these solutions can support a competitive digital advertising ecosystem. However, the transition requires substantial effort from all stakeholders.

A new proposal: user choice at the center

Rather than fully removing third-party cookies, Google is now proposing a user-choice-driven approach.

Chrome will introduce new privacy controls allowing users to make informed decisions about their browsing preferences, with the ability to change settings at any time. This proposal is currently under discussion with regulators and industry partners.

What’s next

• Continued investment in Privacy Sandbox APIs

• Introduction of new privacy controls

• IP Protection in Chrome’s Incognito mode

• Increased transparency and control for users

Google emphasizes its commitment to working closely with global regulators and the broader digital ecosystem to create a more private web.

The end of third-party cookies may not be absolute, but the shift toward greater user privacy is clear. This evolving landscape represents a new balance between privacy, performance, and sustainability in digital marketing.