Google no longer intends to remove support for third-party cookies, which are used by the advertising industry to follow users and target them with ads based on their online activity.
Google’s Plan to Drop Third-Party Cookies in Chrome Crumbles
In a significant shift, Google has decided to abandon its plan to phase out third-party cookies in its Chrome browser. This decision marks a notable change in the tech giant’s approach to user privacy and web tracking, reflecting the complexities and challenges of balancing privacy concerns with the needs of advertisers and regulators.
In a recent post, Anthony Chavez, VP of Google’s Privacy Sandbox, revealed that the search and advertising giant has realized that its five-year effort to build a privacy-preserving ad-tech stack requires a lot of work and has implications for online advertisers, some of whom have been vocally opposed.
“In light of this, we are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing,” Anthony said.
For the time being, the Privacy Sandbox, a suite of APIs for online ad delivery and analytics that are intended to preserve privacy, will coexist with third-party cookies in Chrome.
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