Google announced yet another update on third-party cookies in Chrome.
According to their blog post on the Privacy Sandbox website, it was confirmed that Chrome will maintain third-party cookie availability — however, users will continue to have control over their cookie settings through Chrome’s Privacy and Security Settings.
The next thing that comes to mind? No new standalone prompt to block or allow third-party cookies.
What This Means for Digital Marketers
At first, this seemingly feels like a “reprieve,” as digital marketers can continue with third-party cookies to fuel audience targeting, attribution, and personalization. If we truly read between the lines though, this doesn’t mean the industry is rolling back on privacy standards.
User consent is still legally required
Based on regulations like GDPR and CCPA, advertisers must respect whether a user has consented to tracking — regardless of Chrome’s default behavior.
Different browsers have different rules
Commonly used browsers like Firefox, Safari, and others have long restricted third-party cookies by default. Relying solely on third-party cookies is still not a sustainable strategy for your broader digital advertising efforts.
The Privacy Sandbox is still continuing
Google is still investing heavily in privacy-preserving technologies, such as Topics API and Protected Audience API (formerly known as FLEDGE), which aim to enable relevant advertising while still being privacy-safe.
The sum? Third-party cookies may still be used in Chrome, but the ecosystem as a whole is already moving toward a consent-first, privacy-enhanced future.
FiveStones’ POV: What This Really Means
Google’s decision is practical, but it’s not a return to the old days. Third-party cookies will stay in Chrome for now, but respecting user consent is still non-negotiable. Other browsers already block third-party cookies by default, and privacy regulations apply no matter what Chrome allows. Marketers should be clear: the shift toward a privacy-first future is already happening.
By folding cookie controls into Chrome’s settings — without pushing new prompts — Google is simplifying the user experience while it builds out Privacy Sandbox solutions. In a nutshell, a durable marketer should still target future-proof advertising and measurement efforts.
Next Steps for Marketers
If you’re a brand, agency, or digital strategist, here’s what you should focus on next:
Continue to implement consent management.
Ensure your sites and campaigns prioritize clear, user-friendly consent flows across all browsers, not just Chrome.
Invest into first-party data strategies.
Focus on building relationships with your customers to receive data in ethical, transparent ways.
Test privacy-first advertising solutions.
Experiment with privacy-safe features like contextual targeting and modeled audiences. Such features are already available in platforms like Display & Video 360 (DV360) and Google Ads.
Make sure campaigns work across browsers.
Chrome isn’t the only browser used by your customers. Your strategies must perform across Safari, Firefox, Edge, and other newer privacy-first platforms.
Be informed.
Partner with experts who can guide you through the shifts, not just react to them.
Final Thoughts
At FiveStones, we see Google’s announcement as a reminder for marketers to be strategic, thoughtful, and future-ready.
Advertising strategies that respect customer consent will protect your business — and gain you long-term trust from your most important audience.
Check out or other blog posts related to privacy features and trends from Google’s ad solutions.