--- title: The End of Third-Party Cookies… Maybe Not description: "Google's Privacy Sandbox is reshaping online privacy: what it means for third-party cookies, user choice and digital advertising." image: https://link37.org/hubfs/AI-Generated%20Media/Images/La%20imagen%20muestra%20un%20entorno%20digital%20abstracto%20que%20representa%20la%20evolucin%20de%20la%20privacidad%20en%20lnea%20En%20el%20fondo%20se%20observan%20siluetas%20de%20nubes%20de%20datos.png --- # [![logo link37 agencia marketing digital](https://link37.org/hs-fs/hubfs/Logo%203.png?width=85&height=25&name=Logo%203.png) logo link37 agencia marketing digital](https://link37.org/en) Request a quote Open main menu - Services [Client management (CRM)](https://link37.org/en/services/hubspot-crm) [Performance Marketing](https://link37.org/en/services/performance-marketing) [Strategic consulting](https://link37.org/en/services/strategic-consulting) [All services](https://link37.org/en/services) ![image](https://link37.org/hubfs/menu-image.png) - [Industries](https://link37.org/en/industries) - [Resources](https://link37.org/en/resources) - About us [How we work](https://link37.org/en/about-us/how-we-work) [Work culture](https://link37.org/en/about-us/work-culture) [Careers](https://link37.org/en/about-us/careers) [All about us](https://link37.org/en/about-us) ![image](https://link37.org/hubfs/menu-image.png) - [Contacts](https://link37.org/en/contacts) English [Español](https://link37.org/es/link37-new-blog/el-fin-de-las-cookies-de-terceros-quizá-no) [Português - Portugal](https://link37.org/pt-pt/link37-new-blog/o-fim-dos-cookies-de-terceiros-talvez-não) [![logo link37 agencia marketing digital](https://link37.org/hs-fs/hubfs/Logo%203.png?height=25&name=Logo%203.png)](https://link37.org/en) Services [Client management (CRM)](https://link37.org/en/services/hubspot-crm) [Performance Marketing](https://link37.org/en/services/performance-marketing) [Strategic consulting](https://link37.org/en/services/strategic-consulting) [All services](https://link37.org/en/services) [Industries](https://link37.org/en/industries) [Resources](https://link37.org/en/resources) About us [How we work](https://link37.org/en/about-us/how-we-work) [Work culture](https://link37.org/en/about-us/work-culture) [Careers](https://link37.org/en/about-us/careers) [All about us](https://link37.org/en/about-us) [Contacts](https://link37.org/en/contacts) Request a quote English [Español](https://link37.org/es/link37-new-blog/el-fin-de-las-cookies-de-terceros-quizá-no) [Português - Portugal](https://link37.org/pt-pt/link37-new-blog/o-fim-dos-cookies-de-terceiros-talvez-não) Search ### Tell Us What Are You Looking For? Submit Back ### Let’s Talk About Your Project Back [The End of Third-Party Cookies… Maybe Not](https://link37.org/link37-new-blog/the-end-of-third-party-cookies-maybe-not#The-End-of-Third-Party-Cookies…-Maybe-Not) [The end of cookies… or not quite](https://link37.org/link37-new-blog/the-end-of-third-party-cookies-maybe-not#The-end-of-cookies…-or-not-quite) [What is the Privacy Sandbox?](https://link37.org/link37-new-blog/the-end-of-third-party-cookies-maybe-not#What-is-the-Privacy-Sandbox?) [A new proposal: user choice at the center](https://link37.org/link37-new-blog/the-end-of-third-party-cookies-maybe-not#A-new-proposal:-user-choice-at-the-center) [What’s next](https://link37.org/link37-new-blog/the-end-of-third-party-cookies-maybe-not#What’s-next) [Conclusion](https://link37.org/link37-new-blog/the-end-of-third-party-cookies-maybe-not#Conclusion) 1. [Link37](https://link37.org/) 2. [link37-new-blog](https://link37.org/link37-new-blog) 2 mins read ### The End of Third-Party Cookies… Maybe Not Link37 Team ![](https://link37.org/hubfs/AI-Generated%20Media/Images/La%20imagen%20muestra%20un%20entorno%20digital%20abstracto%20que%20representa%20la%20evolucin%20de%20la%20privacidad%20en%20lnea%20En%20el%20fondo%20se%20observan%20siluetas%20de%20nubes%20de%20datos.png) - [The End of Third-Party Cookies… Maybe Not](https://link37.org/link37-new-blog/the-end-of-third-party-cookies-maybe-not#The-End-of-Third-Party-Cookies…-Maybe-Not) - [The end of cookies… or not quite](https://link37.org/link37-new-blog/the-end-of-third-party-cookies-maybe-not#The-end-of-cookies…-or-not-quite) - [What is the Privacy Sandbox?](https://link37.org/link37-new-blog/the-end-of-third-party-cookies-maybe-not#What-is-the-Privacy-Sandbox?) - [A new proposal: user choice at the center](https://link37.org/link37-new-blog/the-end-of-third-party-cookies-maybe-not#A-new-proposal:-user-choice-at-the-center) - [What’s next](https://link37.org/link37-new-blog/the-end-of-third-party-cookies-maybe-not#What’s-next) - [Conclusion](https://link37.org/link37-new-blog/the-end-of-third-party-cookies-maybe-not#Conclusion) Digital Marketing 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.   Related articles Digital Marketing How to Increase the CTR of Google Ads? 7 Amazing Tips! Discover 7 practical tips to boost your Google Ads CTR, improve Quality Score, use ad extensions, and optimize bidding strategies for better performance. Link37 Team October 01, 2026 Related articles Digital Marketing A 7-Week SEO Action Plan to Reach Google's First Page Embark on a 7-week SEO journey to achieve first-page Google rankings. Week One focuses on uncovering profitable keywords to build a strong SEO foundation. Link37 Team October 01, 2026 Related articles Digital Marketing What is Google Ads and How Does it Work? Learn what Google Ads is, how it works, and how it can boost your business's online visibility through targeted pay-per-click advertising. 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