Disclaimer: Google employee who doesn't work on this. My understanding is that incognito mode is a temporary and blank profile that is cleared when you exit. I

Disclaimer: Google employee who doesn't work on this. My understanding is that incognito mode is a temporary and blank profile that is cleared when you exit. If it actually prohibited cookies a large number of websites wouldn't work as session information is used in all kinds of contexts (not just advertising). AFAIK there's no special treatment for incognito as the site owner shouldn't be able to tell an incognito user from a new never-seen-before user. Each time you exit and relaunch incognito you will get the same behavior as a new user. There have been tricks over the years for website owners to try and deduce the browser is incognito (e.g. testing available scratch space in the JS file API). In general this is a cat and mouse game where gaps are closed and new fingerprinting methods are developed. In terms of location tracking, websites are still getting your IP address which can be geo mapped. If they want the location from your browser, you should be getting prompted to allow/block.