Google has ‘good news’ for ad tech companies using Chrome; here’s what it means for end users

Google has confirmed that it will no longer introduce a new standalone prompt for third-party cookies in Chrome. This move will allow ad tech companies to continue using the tracking technology in the popular browser. The latest change marks a departure from the Chrome team’s previous plan to phase out third-party cookies, which was announced in July 2024. The update is expected to have a significant impact on the advertising technology industry, as companies have been preparing for a shift away from cookie-based tracking in response to Google’s earlier announcement. Privacy advocates have criticised the reversal, arguing that it encourages extensive user tracking across sites. However, users will still be able to adjust cookie preferences via Chrome’s Privacy and Security settings panel. Meanwhile, ad tech companies have welcomed the move, as it preserves established targeting tools without forcing a shift to alternative methods.