In a move that surprised no one paying attention to Big Tech’s trajectory, Google recently confirmed it will no longer roll out a user choice prompt for third-party cookies in Chrome.
This long-promised feature was meant to give users more control over their privacy. Its quiet cancellation now adds to a growing pattern where convenience and profit take precedence over openness and user empowerment.
A Convenient Pivot
Anthony Chavez, Google’s VP of Privacy Sandbox, framed the decision as the result of careful consideration:
"We’ve made the decision to maintain our current approach to offering users third-party cookie choice in Chrome and will not be rolling out a new standalone prompt."
Translation: providing real choice might hurt business, so it’s safer to stick with the status quo.
Chavez noted "divergent perspectives" in the ecosystem as part of the rationale. And of course there are. Those who benefit from surveillance-based models rarely align with those advocating for user rights and transparency.
From "Don't Be Evil" to "Do What's Profitable"
This decision is particularly ironic when viewed through the lens of Google's original ethos. Many of us remember when "Don't Be Evil" was more than just a catchy slogan – it was the cornerstone of Google's identity and corporate philosophy.
The motto originated in Google's early days when the company was making its first deals to monetize search. As former Google executive Marissa Mayer recounted, an engineer named Amit Patel was concerned about potential compromises to Google's integrity. He wrote "don't be evil" on a whiteboard before a business meeting, and the phrase stuck, eventually becoming Google's unofficial mantra.
In those simpler times, "Don't be evil" meant straightforward principles: don't let advertisers buy their way to the top of search results, don't charge people to find information, don't spam users with banner ads.
Fast forward to 2018, and Google quietly moved "don't be evil" from the top of its code of conduct to the very end - a symbolic relegation that mirrors the company's shifting priorities. By 2025, with decisions like abandoning the user choice prompt, it seems the motto has been further diluted to "Don't be evil... unless it impacts quarterly earnings."
The Concept X Perspective: Recognising the Shift
At Concept X, we’ve followed these developments closely.
What once looked like open ecosystems are becoming tightly controlled environments. They are shaped primarily by the commercial strategies of the platforms that host them. We still collaborate with Google where it makes sense, but we also support advertisers and publishers with independent, critical thinking.
Our job is not just to keep up with changes. It’s to help our partners navigate them with clarity and confidence. We offer context, challenge assumptions, and provide strategies that work even when the landscape shifts.
This Is Bigger Than Cookies
Google’s decision isn’t just about one feature. It’s part of a larger trend where control is consolidated inside the platforms’ own ecosystems. We've already seen how Google's tools increasingly prioritise their own properties and interests.
The timing is notable. Apple was recently fined €150 million in France for using its AppTrackingTransparency framework to favour its own services. Germany is running a similar investigation. Google may have decided to avoid comparable scrutiny by keeping the system as it is, which already works heavily in their favour.
What It Means for the Industry
For advertisers, agencies and publishers, the message is clear. We are working in a landscape where the platforms that host us also set the rules. This creates real challenges - but also real opportunities.
As Big Tech becomes more self-serving, the value of independent partners increases. Concept X exists to help marketers succeed in an environment defined by complexity and concentrated power. We don’t push default solutions. We offer insight, access and tailored commercial strategies based on your needs.
Challenging the Status Quo
We believe better marketing starts with asking better questions. That belief has never been more relevant than it is today.
Google’s reversal on user choice is disappointing, but not surprising. It’s a reminder that lasting progress rarely comes from the platforms themselves. It comes from the industry demanding better - and being ready to act when they don’t deliver.
The digital marketing landscape may be changing, but our commitment to your success remains constant. Let's navigate these changes together, with clear eyes about the true motivations of the platforms we all rely on.
