Google Delays Third-Party Cookie Phase-Out in Chrome

Company Shifts Focus to Privacy Features Instead

Google has announced it’s stepping back from its plan to remove third-party cookie from Chrome, pushing the timeline even further. The decision comes after receiving mixed feedback from publishers, developers, regulators, and the advertising industry, with many expressing concerns about how the change would impact online tracking, ad targeting, and website revenues.

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Instead of completely blocking third-party cookies right away, Google will first strengthen privacy protections in Chrome’s Incognito mode, where such cookies are already blocked by default. The company also plans to launch a new feature called IP Protection in late 2025. This tool, already available as an open-source project, will hide users’ real IP addresses in Incognito mode to make cross-site tracking much harder.

Why the Sudden Change?

Google explained that its Privacy Sandbox project—originally meant to replace third-party cookies with alternative tracking methods—might need a different approach. The company admitted that more discussions are needed with advertisers, regulators, and web developers before making any big changes. Over the next few months, Google will gather feedback and share an updated plan for its privacy-focused technologies.

While other browsers like Apple’s Safari and Mozilla Firefox have blocked third-party cookies by default since 2020, Google has faced challenges due to its dual role as both a browser maker and an advertising giant. The company earns most of its revenue from ads, making this transition more complicated than for its competitors.

Growing Regulatory Pressure on Google

This shift comes as Google deals with increasing legal scrutiny in the U.S. Recent court rulings have accused the company of holding a monopoly in search and online advertising. The U.S. Department of Justice has even suggested breaking up Google by selling off Chrome and forcing it to share search data with competitors to restore fair competition.

Interestingly, OpenAI has expressed interest in buying Chrome if Google is forced to sell. According to reports, the AI company wants to transform the browser into an “AI-first” experience, potentially integrating advanced AI features directly into browsing.

For now, Google is taking a slower approach to privacy changes, balancing industry concerns with its own business needs. The company promises more updates in the coming months as it works on a revised strategy for cookies and user tracking.