Google Reverses Plan to Phase Out Third-Party Cookies in Chrome, Introduces User Choice

Jul 22, 2024, 08:59 PM

Google has announced a major reversal in its plans to phase out third-party cookies in its Chrome browser. After four years of efforts, delays, and disagreements with the advertising industry, Google will now introduce a new experience in Chrome that allows users to make informed choices about their web browsing and adjust that choice at any time. This decision follows the acceptance of Google's commitments by the UK's Competition and Markets Authority (CMA). The new approach will focus on privacy-preserving alternatives via the Privacy Sandbox APIs. Google's decision has been influenced by feedback from digital advertising companies and regulators, who have expressed concerns about the impact of removing third-party cookies on online privacy and ad personalization.