Google reverses decision, continues to support third-party cookies on Chrome browser.
According to Neowin, in a surprising move, Google has just announced that it will not completely remove third-party cookies on the Chrome browser as previously announced. Instead, the company will introduce a new experience that allows users to choose and control the use of cookies on the browser.
Google surprisingly decided not to ban third-party cookies completely.
The decision marks a major shift in Google’s Privacy Sandbox strategy, which was launched in 2019 with the goal of eliminating third-party cookies to improve online privacy. However, after testing, Google found that implementing cookie-replacing APIs was difficult and required the cooperation of many stakeholders.
Under the new plan, Google will let users decide whether to accept third-party cookies, and they can change their choice at any time. The company also pledged to continue developing and improving the Privacy Sandbox API, and to add other privacy features to Chrome, such as IP protection for Incognito mode.
Google's decision comes after a backlash from advertisers and publishers who feared that removing third-party cookies would hurt their business. However, Google insists that the new plan will balance user privacy and business interests.
Google will continue to discuss with regulators and work with industry to implement this new plan. While the exact timing is unclear, this move by Google will certainly have a major impact on the online advertising market and how businesses reach customers in the future.
