Google is not going to make any to modifications 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 selection in Chrome." It is going to additionally "not be rolling out a brand new standalone immediate for third-party cookies" that might 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 unlawful monopoly on internet advertising.
The corporate initially introduced 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 as a result of a collection of delays and regulatory hurdles — the UK's Competitors and Markets Authority (CMA) and the US Division of Justice each regarded into Google's initiative out of considerations that it might hurt smaller advertisers — the deliberate deprecation acquired delayed to 2024 after which once more to 2025.
Final yr, Google in the end determined that it wasn't going to kill third-party cookies and can as an alternative introduce "a brand new expertise in Chrome that lets individuals make an knowledgeable selection that applies throughout their internet searching." That new expertise isn't coming. In his new announcement, Chavez mentioned that lots has modified because the 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 resolution.
Regardless of killing all its plans to take away third-party cookies from Chrome, Google will preserve the Privateness Sandbox initiative alive. Chavez mentioned it is going to proceed enhancing monitoring protections in Chrome's incognito mode, corresponding to launching IP Safety later this yr, and can proceed engaged on options like Protected Searching, Security Test and built-in password protections.
This text initially 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
