Google won’t make any to adjustments to how third-party cookies work on the Chrome browser in any respect. Anthony Chavez, Google VP for Privateness Sandbox, has introduced that the corporate has “made the choice to take care of [its] present strategy to providing customers third-party cookie alternative in Chrome.” It’ll additionally “not be rolling out a brand new standalone immediate for third-party cookies” that will have allowed customers to decide out of being tracked by advertisers. Google has made the introduced just a few days after a federal choose dominated that it has an illegal monopoly on online advertising.
The corporate initially announced that it was going to part out third-party monitoring cookies in 2022 as a part of its Privateness Sandbox initiative, which goals to make the net safer and personal to make use of. However because of a collection of delays and regulatory hurdles — the UK’s Competitors and Markets Authority (CMA) and the US Department of Justice each appeared into Google’s initiative out of considerations that it might hurt smaller advertisers — the deliberate deprecation received delayed to 2024 after which once more to 2025.
Final 12 months, Google in the end determined that it wasn’t going to kill third-party cookies and can as a substitute introduce “a brand new expertise in Chrome that lets individuals make an knowledgeable alternative that applies throughout their net searching.” That new expertise is not coming. In his new announcement, Chavez stated that quite a bit has modified for the reason that Privateness Sandbox initiative debuted, and Google has taken new developments in privacy-enhancing applied sciences that safe individuals’s searching into consideration when it made its determination.
Regardless of killing all its plans to take away third-party cookies from Chrome, Google will maintain the Privateness Sandbox initiative alive. Chavez stated it’ll proceed enhancing monitoring protections in Chrome’s incognito mode, similar to launching IP Safety later this 12 months, and can proceed engaged on options like Protected Shopping, Security Test and built-in password protections.
