Google Chrome To Continue To Use Third-Party Cookies in Major Reversal
Google has decided to keep third-party cookies in Chrome, reversing its previous plans to phase them out. This has sparked considerable discussion across the advertising technology landscape. Anthony Chavez, Google’s VP for Privacy Sandbox, indicated that there won’t be a new prompt for third-party cookies, allowing users to select cookie options from the existing Chrome settings. Some initiatives from the Privacy Sandbox project will still continue, including IP protection for Chrome Incognito users set to be launched later this year.
Key Points
- Google will not roll out a standalone prompt for third-party cookies, maintaining their availability in Chrome.
- This reversal affects the broader advertising technology ecosystem, raising concerns among advertisers and privacy advocates.
- Users can still manage their cookie preferences through Chrome’s Privacy and Security Settings.
- Some facets of the Privacy Sandbox initiative will continue, including IP protection for Incognito users, launching in Q3.
- This move highlights the ongoing debate between user privacy and advertising needs in online spaces.
Why should I read this?
If you’ve been following the never-ending saga of cookies and privacy in browsers, this article is a must-read! Google’s about-face is a big deal and could have ramifications for how online advertising operates for some time. Stay tuned to see how this affects your browsing experience and the ads you encounter!