Google Chrome is preparing to block third-party cookies again.

Microsoft has been encouraging Windows users to switch from Chrome, stating that "Microsoft Edge runs on the same technology as Chrome with the added trust of Microsoft." Despite efforts by Apple and Microsoft, Chrome remains the most popular browser with over 3 billion users. However, Google recently acknowledged the end of its Privacy Sandbox, which was intended as a replacement for third-party cookies for web and Android apps.

In January 2024, Google announced plans to eliminate third-party cookies from Chrome, intending to replace them with the Privacy Sandbox. The aim was to understand consumer interests without tracking users across the internet, enabling personalized ads that typically generate higher revenue for Google.

The Privacy Sandbox was designed to shift ad selection and data processing to the user's browser and device, instead of third-party trackers sending user data to servers. After deciding last year not to discontinue third-party cookies, Google has now ended the six-year Privacy Sandbox project, with the core advertising technology having been in use for just over two years.

Despite the renewed possibility of tracking and personalized ads for Chrome users, Chrome's market share is expected to remain stable, currently holding over 70% of the mobile and desktop markets. Some Chrome executives are concerned about potential competition from AI browsers like Perplexity’s Comet and OpenAI's upcoming browser. The Privacy Sandbox tools being discontinued include:

Attribution Reporting API for Chrome and Android

IP Protection

On-Device Personalization

Private Aggregation

Protected Audience API for Chrome and Android

Protected App Signals

Related Website Sets

SelectURL

SDK Runtime

Topics for Chrome and Android, Google’s experiment in interest-based advertising

An Application Programming Interface (API) facilitates communication and data sharing between separate software interfaces, similar to how a waiter in a restaurant takes an order from a customer (app) and delivers it to the kitchen (server), who then prepares the food and returns it to the customer via the waiter (API).

According to a Google representative, the company will continue to enhance privacy across Chrome, Android, and the web, but will discontinue the Privacy Sandbox branding. They expressed gratitude to those who contributed to the initiative and affirmed their commitment to collaborating with the industry to advance platform technologies that support a healthy web.

Google cited "low levels of adoption" and feedback that the technologies didn't offer sufficient value as the reasons for ending the Privacy Sandbox.