Google has announced that there will be no changes to how third-party cookies operate in the Chrome browser. Anthony Chavez, the Google VP for Privacy Sandbox, stated that the company has “decided to maintain [its] current approach to offering users third-party cookie choice in Chrome.” Additionally, Google confirmed that it “will not be rolling out a new standalone prompt for third-party cookies” that would have enabled users to opt out of being tracked by advertisers. This announcement came shortly after a federal judge determined that Google has an illegal monopoly on online advertising.
The company initially planned to phase out third-party tracking cookies in 2022 as part of its Privacy Sandbox initiative, aimed at enhancing web security and privacy. However, due to various delays and regulatory challenges — including scrutiny from the UK’s Competition and Markets Authority (CMA) and the US Department of Justice, which raised concerns about potential adverse effects on smaller advertisers — the deprecation timeline was pushed back to 2024 and then to 2025.
Last year, Google ultimately decided against eliminating third-party cookies and instead opted to offer “a new experience in Chrome that lets people make an informed choice that applies across their web browsing.” However, that new experience will not be implemented. In his recent announcement, Chavez mentioned that significant changes have occurred since the introduction of the Privacy Sandbox initiative, and Google has considered new advancements in privacy-enhancing technologies aimed at safeguarding users’ browsing when making its decision.
Even though Google has abandoned its plans to eliminate third-party cookies from Chrome, the Privacy Sandbox initiative will continue. Chavez stated that the company will persist in enhancing tracking protections in Chrome’s incognito mode, including the launch of IP Protection later this year, while also working on features like Safe Browsing, Safety Check, and built-in password protections.
This article originally appeared on Engadget at https://www.engadget.com/big-tech/google-will-keep-third-party-tracking-cookies-on-chrome-as-they-are-130026362.html?src=rss
