Google Ends Privacy Sandbox, Keeps Third-Party Cookies in Chrome

Google has officially halted its years-long effort to eliminate third-party cookies from Chrome, marking the end of its once-ambitious Privacy Sandbox project. In a recent announcement, Anthony Chavez, VP of Privacy Sandbox, confirmed that the browser will continue offering users the choice to allow or block third-party cookies—abandoning its previous commitment to remove them entirely. 

Launched in 2020, Privacy Sandbox aimed to overhaul the way user data is collected and used for digital advertising. Instead of tracking individuals through cookies, Google proposed tools like the Topics API, which categorized users based on web behavior while promising stronger privacy protections. Despite this, critics claimed the project would ultimately serve Google’s interests more than users’ privacy or industry fairness.

Privacy groups like the Electronic Frontier Foundation (EFF) warned users that the Sandbox still enabled behavioral tracking, and urged them to opt out. Meanwhile, regulators on both sides of the Atlantic scrutinized the initiative. 

In the UK, the Competition and Markets Authority (CMA) investigated the plan over concerns it would restrict competition by limiting how advertisers access user data. In the US, a federal judge recently ruled that Google engaged in deliberate anticompetitive conduct in the ad tech space—adding further pressure on the company.

Originally intended to bring Chrome in line with browsers like Safari and Firefox, which block third-party cookies by default, the Sandbox effort rep

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