Google no longer plans to phase out third-party cookies in its Chrome browser, a major change from its previous decision to phase out third-party cookies by 2025. Google has announced a cookie update. In a blog post In a statement released today, the company said it plans to focus on user choice going forward.
Rather than eliminating third-party cookies entirely, Google plans to introduce a “new experience in Chrome” designed to help users make “informed choices” across their web browsing.
In 2020, Google announced that it would phase out support for third-party cookies in Chrome by 2022, but this timeline has been postponed multiple times due to complaints from advertisers and regulatory issues. Google is working on developing its Privacy Sandbox, looking at ways to improve privacy while providing information to advertisers, but third-party cookies will remain in place to avoid impacting publishers and advertisers.
The UK Competition and Markets Authority (CMA) had opposed Google’s plans to end its reliance on third-party cookies, arguing that the move to the Privacy Sandbox could limit competition in digital advertising, but the CMA has now Considering Google’s new plan For user selection prompts.
Google says it has no plans to stop developing the Privacy Sandbox API and will continue to improve it over time to allow developers to use privacy alternatives to cookies. Additional privacy controls, such as IP protection, will be added to Chrome’s Incognito mode.
At the moment, Google’s planned new customer options are in discussion with regulators, with more details to be announced at a later date.
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