Do Son 
Since the announcement of Google’s Privacy Sandbox initiative in 2019, the company has consistently emphasized its goal of enhancing user privacy while preserving the viability of the internet’s advertising-driven ecosystem.
However, much has changed since then: the rapid acceleration of technological innovation, mounting regulatory pressures, and the rise of artificial intelligence as a new force in the battle for online security. In light of these transformative developments, Google has opted to delay one of its most pivotal moves — the deprecation of third-party cookies in Chrome.
In its revised position, Google made it clear that a dedicated pop-up for managing third-party cookies will not be introduced. Instead, users will continue to configure their privacy preferences through the “Privacy and Security” section in Chrome’s settings. Thus, the company steps back from an aggressive shift, placing the responsibility for privacy management in the hands of users.
This decision follows extensive consultations across the industry — from developers and publishers to regulators and advertising professionals. The dialogue revealed a lack of consensus on the path forward, as stakeholders hold differing views on how the proposed changes might affect the accessibility and effectiveness of online advertising.
Nevertheless, work on the Privacy Sandbox continues. Google acknowledges that the proposed APIs may now serve a somewhat different purpose. In the coming months, the company has pledged to release an updated roadmap for the initiative, shaped by the wealth of feedback it has received.
Additionally, Chrome’s protections against tracking will be strengthened in Incognito Mode, where third-party cookies are already blocked by default. One upcoming feature, IP Protection, is slated for release in the third quarter of 2025. This tool will obscure users’ real IP addresses, making it more difficult for trackers to exploit network-level data. Google also plans to continue developing its suite of built-in safeguards — from Safe Browsing and Security Checkup to password management and AI-powered protections.
The contrast is particularly striking when compared to rivals such as Apple’s Safari and Mozilla’s Firefox, both of which blocked third-party cookies by default as early as 2020. Google, uniquely positioned as both a browser developer and the world’s largest advertising platform, is treading more cautiously. A full retreat from trackers poses a fundamental threat to its advertising model — the cornerstone of much of its business.
This evolution may mark a turning point in the history of web browsers. As Google attempts to strike a balance between privacy expectations and advertising imperatives, the broader market appears to be approaching a paradigm shift — one in which privacy and neural technologies will increasingly define the rules of engagement.
