Google has announced it’s reversing its plan to eliminate third-party cookies in Chrome. This decision comes after years of debate and concerns raised by the advertising industry and regulators.
Understanding Third-Party Cookies
Third-party cookies are small data files placed on your browser by websites you don’t directly visit. These cookies track your browsing habits across different sites, allowing advertisers to target you with personalized ads. While convenient for advertisers, privacy advocates have long criticized third-party cookies for being intrusive and a threat to user privacy.
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, and they’d be able to adjust that choice at any time. We’re discussing this new path with regulators, and will engage with the industry as we roll this out.
Anthony Chavez VP, Privacy Sandbox
For now, third-party cookies will continue to function in Chrome. However, the future remains uncertain. Google hasn’t provided a new timeline for phasing them out, but they’ve emphasized their commitment to developing privacy-preserving alternatives.
