Web browsers like Mozilla's Firefox and Apple's Safari already block third-party cookies by default, so Google Chrome would have just been playing catch-up. However, Chrome makes up a whopping 66 percent of the global web browser market share, so most internet users are still exposed to third-party cookies thanks to Google.

Privacy Sandbox, originally pitched as an alternative to cross-site ad tracking, will not show a standalone prompt. Instead, Chrome is readying a different “informed choice.”

The company says it will maintain the status quo rather than show a pop-up that could push users to try Google's alternative to third-party cookies.