Google has announced that it will stop its plans to introduce an independent prompt for third-party cookies in Chrome thus permitting these advertisers to maintain using this monitoring system in the famous browser. The company made this move to cancel its 2024 plan that had established goals for third-party cookie elimination.

The modification will substantially affect advertising technology operations because organizations already developed alternative cookie-free tracking methods. Privacy advocates express disapproval because the decision makes it easier for websites to track users throughout multiple sites. Although Chrome users can control cookie settings through their Privacy and Security options they will still maintain this choice after the policy change.

In a blog post, Anthony Chavez, VP of Privacy Sandbox at Google, explained: "We’ve made the decision to maintain our current approach to offering users third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies. Users can continue to choose the best option for themselves in Chrome’s Privacy and Security Settings."

Google's Privacy Sandbox development will proceed through various alternative platforms even though standalone cookie prompts will not be implemented. The project advancing includes IP Protection for Chrome Incognito users. The projects will become available during the third quarter of this year.

As a result of this change, existing trackers embedded across multiple websites will still be able to monitor user activity across the web, which may include sharing profiles with advertisers.

The change implies users will not encounter an independent cookie-consent interface. The current cookie controls implemented by Chrome will serve as the standard operating procedure. Websites operating with third-party cookies for advertising and content recommendations will run uninterrupted in their present state.

Importantly, users may still see highly targeted advertisements based on their browsing activity across sites, as no new privacy barrier will be enforced. For those concerned about tracking, they can opt to "Block third-party cookies" or use Incognito mode, which blocks cookies by default during private sessions.