Google will not change the way third-party cookies work on Chrome browsers at all. Google VP Anthony Chavez of Google Sandbox announced that the company has decided to maintain [its] Currently, a method for users to select third-party cookies for Chrome. “It will also “not launch new independent prompts for third-party cookies,” which will give users the option to no longer be tracked by advertisers. Google has announced a few days after a federal judge ruled that there was an illegal monopoly on its online advertising.
The company initially announced that it will phase out third-party tracking cookies in 2022 as part of its Privacy Sandbox initiative, which aims to make the network more secure and private. But due to a series of delays and regulatory hurdles – the UK’s Competition and Markets Authority (CMA) and the U.S. Department of Justice have looked at Google’s initiatives because they fear it could harm smaller advertisers – planned depreciation was delayed until 2024 and then again until 2025.
Last year, Google finally decided not to kill third-party cookies, but would introduce “a new experience with Chrome that allows people to make applicable informed choices in web browsing.” New experiences won’t come. Chavez said in his new announcement that a lot has changed since the Privacy Sandbox Project debut, and Google has taken new developments in augmented technology that considers people’s browsing when making decisions.
Despite killing all plans to remove third-party cookies from Chrome, Google will maintain its privacy sandbox plan. Chavez said it will continue to enhance tracking protections in Chrome’s stealth mode, such as the launch of IP protection later this year, and will continue to develop features such as secure browsing, security checking and built-in password protection.
