{"id":664782,"date":"2025-04-23T20:50:19","date_gmt":"2025-04-23T17:50:19","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/google-scraps-new-cookie-prompt-in-chrome\/"},"modified":"2025-04-23T20:50:19","modified_gmt":"2025-04-23T17:50:19","slug":"google-scraps-new-cookie-prompt-in-chrome","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-scraps-new-cookie-prompt-in-chrome\/","title":{"rendered":"Google scraps new cookie prompt in Chrome"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a26bc48d33cd\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a26bc48d33cd\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-scraps-new-cookie-prompt-in-chrome\/#Googles_decision_to_maintain_third-party_cookies_without_a_new_consent_prompt_exposes_limitations_in_its_Privacy_Sandbox_alternatives\" >Google&#8217;s decision to maintain third-party cookies without a new consent prompt exposes limitations in its Privacy Sandbox alternatives.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Googles_decision_to_maintain_third-party_cookies_without_a_new_consent_prompt_exposes_limitations_in_its_Privacy_Sandbox_alternatives\"><\/span>Google&#8217;s decision to maintain third-party cookies without a new consent prompt exposes limitations in its Privacy Sandbox alternatives.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Google unexpectedly decided not to implement a new standalone prompt for third-party cookies in Chrome, allowing ad tech companies to continue using this targeting <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> in the world\u2019s most popular web browser.<\/p>\n<p>\u201cWe\u2019ve made the decision to maintain our current <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach to offering users third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies,\u201d Anthony Chavez, VP of Privacy Sandbox at Google, wrote in a blog post.<\/p>\n<p><strong>Between the lines.<\/strong> While Google is stepping back from the cookie prompt, <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.adexchanger.com\/data-privacy-roundup\/the-latest-on-chromes-cookie-choice-prompt-its-gonna-be-global\/\" target=\"_blank\" rel=\"noopener\">a third party consent mechanism first mentioned in February<\/a>, it isn\u2019t abandoning Privacy Sandbox entirely. The company plans to continue certain initiatives, including IP Protection for Chrome Incognito users, scheduled for Q3 deployment.<\/p>\n<p>Industry feedback prompted this change, according to Chavez: <\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cIt remains clear that there are divergent perspectives on making changes that could impact the availability of third-party cookies.\u201d<\/li>\n<\/ul>\n<p>Google also noted its ongoing engagement with regulatory bodies, including UK competition and data privacy authorities.<\/p>\n<p><strong>Why we care.<\/strong> Google\u2019s decision not to implement a standalone cookie prompt in Chrome allows advertisers to continue using familiar third-party cookie tracking without disruption. This provides short-term stability for ad campaigns and preserves current targeting efficiency across Chrome\u2019s dominant market share. <\/p>\n<p>However, advertisers should view this as a temporary reprieve rather than a permanent solution, as the broader industry shift toward privacy-first advertising hasn\u2019t disappeared. First-party data will still be the most reliable source of truth.<\/p>\n<p><strong>The big picture.<\/strong> Privacy Sandbox has faced criticism following its latest progress report earlier this year, which acknowledged technical challenges in its proposals, particularly for attribution.<\/p>\n<p>Despite active participation from companies like BidSwitch (owned by Criteo), Index Exchange, and Raptive, feedback highlighted fundamental issues:<\/p>\n<ul class=\"wp-block-list\">\n<li>The system\u2019s 1:1 design conflicts with ad tech\u2019s multi-party structure.<\/li>\n<li>Scalability and real-time data processing remain problematic.<\/li>\n<li>Publishers have hesitated to fully commit, prioritizing im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>te revenue through header bidding.<\/li>\n<li>Latency issues and limited video support have hindered adoption.<\/li>\n<\/ul>\n<p><strong>What\u2019s next.<\/strong> \u201cWe\u2019ll engage with the industry to gather feedback and share an updated roadmap for these technologies, including our future areas of investment, in the coming months.\u201d Chavez stated.<\/p>\n<p><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/digiday.com\/media\/google-chrome-will-now-continue-to-use-third-party-cookies\/\" target=\"_blank\" rel=\"noopener\">Industry observers have described Privacy Sandbox as being \u201cin limbo<\/a>\u201d as experimentation with the initiative has largely stalled.<\/p>\n<p><strong>Google\u2019s blog post.<\/strong> <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/privacysandbox.com\/news\/privacy-sandbox-next-steps\/\" target=\"_blank\" rel=\"noopener\">Next steps for Privacy Sandbox and tracking protections in Chrome<\/a><\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Anu Adegbola<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=TheMarketingAnu&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/themarketinganu\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\t<span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\">Anu Adegbola has been Paid Media Editor of Search Engine Land<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> since 2024. She covers<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> paid search, paid social, retail media, video and more.<\/p>\n<p>In 2008, Anu&#8217;s career started with<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.<\/span><\/span><\/p>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">Outside editing Search Engine Land article she is the founder of PPC networking event &#8211; <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/ppc.live\" target=\"_blank\" rel=\"noopener\">PPC Live<\/a> and host of <\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">weekly podcast <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.themarketinganu.com\/podcast\" target=\"_blank\" rel=\"noopener\">PPCChat Roundup<\/a>.<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.<\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-cookie-prompt-chrome-454528\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google&#8217;s decision to maintain third-party cookies without a new consent prompt exposes limitations in its Privacy Sandbox alternatives. Google unexpectedly decided not to implement a new standalone prompt for third-party cookies in Chrome, allowing ad tech companies to continue using this targeting technology in the world\u2019s most popular web browser. \u201cWe\u2019ve made the decision to&#8230;<\/p>\n","protected":false},"author":1,"featured_media":664783,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/SEL-Blog-2025-04-23T173454.196.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[26293,107942],"class_list":["post-664782","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/664782","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=664782"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/664782\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/664783"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=664782"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=664782"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=664782"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}