Google had announced in early 2024 that it would begin phasing out third-party cookies in Chrome. However, these plans were canceled due to several challenges and regulatory concerns.

Third-party cookies are small data files that advertisers use to track users’ internet movements and show personalized ads. Google had developed a new system called “Privacy Sandbox” to remove these cookies.

But UK regulators were concerned that this system could hinder fair competition against Google’s rivals. Instead, Google will develop a new feature that will allow users to choose their ad technologies.

Additionally, starting in 2025, Chrome’s IP protection technology will prevent users’ IP addresses from being tracked. These changes are seen as part of discussions about online privacy and advertising.