Google opts out of standalone prompt for third-party cookies

Alphabet's Google said on Tuesday it will not be rolling out a new standalone prompt for third-party cookies and will retain the tiny packets of code in its Chrome browser.

Anthony Chavez, vice president of the Google-backed Privacy Sandbox initiative, said in July that Google would introduce a new experience in Chrome to let people make an informed choice that applies across their web browsing.

The announcement comes as Alphabet faces legal pressure, after a U.S. judge recently ruled that Google maintains illegal monopolies in online advertising technology — a decision that could potentially lead to a court-ordered breakup of its ad tech business.

Last year, the tech giant scrapped longstanding plans to remove third-party cookies, the tiny packets of code that track users' activity across the internet, from Chrome after advertisers raised concerns that a removal would limit their ability to collect information for personalizing ads, leaving them dependent on Google's own user databases.

"As we've engaged with the ecosystem ... it remains clear that there are divergent perspectives on making changes that could impact the availability of third-party cookies," Chavez said on Tuesday.

"Users can continue to choose the best option for themselves in Chrome's Privacy and Security Settings," he said.

Since 2019, the Alphabet unit has been working on the Privacy Sandbox initiative aimed at enhancing online privacy while supporting digital businesses, with a key goal being the phase-out of third-party cookies.

Chavez added that Google plans to continue working on the Privacy Sandbox APIs.