Google No Longer Plans to Eliminate Third-Party Cookies in Chrome

Google no longer plans to deprecate third-party cookies in the Chrome browser, marking a notable change to a prior decision to phase out third-party cookies by 2025. Google announced its cookie updates in a blog post shared today, where the company said that it instead plans to focus on user choice.

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Rather than eliminating third-party cookies entirely, Google will introduce "a new experience in Chrome" that is designed to allow people to "make an informed choice" applicable across their web browsing.

Back in 2020, Google claimed that it would phase out support for third-party cookies in Chrome by 2022, a timeline that was pushed back multiple times due to complaints from advertisers and regulatory issues. Google has been working on a Privacy Sandbox to find ways to improve privacy while still delivering info to advertisers, but third-party cookies will now be sticking around so as not to impact publishers and advertisers.

The UK's Competition and Markets Authority (CMA) had opposed Google's plan to stop relying on third-party cookies because a shift to Privacy Sandbox could limit competition in digital advertising, and now the CMA says that it is reviewing Google's new plan for a user-choice prompt.

Google does not plan to stop working on its Privacy Sandbox APIs, and the company says they will improve over time so that developers will have a privacy preserving alternative to cookies. Additional privacy controls, such as IP Protection, will be added to Chrome's Incognito mode.

As of now, the new customer choices that Google is planning for are being discussed with regulators, with more information to come at a later date.

Tag: Chrome

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Top Rated Comments

szw-mapple fan Avatar
12 months ago
No reason to use it anymore when there are tons of better Chromium options (not to mention Firefox and Safari which are both quite decent) out there without needing to deal with Google’s privacy issues.
Score: 24 Votes (Like | Disagree)
sniffies Avatar
12 months ago
Once shady, always shady
Score: 22 Votes (Like | Disagree)
sevoneone Avatar
12 months ago
Google: "We respect our users' best interests, it is just not enabled by default and we'll keep moving or renaming the setting every 3rd software update."
Score: 20 Votes (Like | Disagree)
breenmask Avatar
12 months ago
google under the control of advertisers.
Score: 17 Votes (Like | Disagree)
MallardDuck Avatar
12 months ago
So keeping 3rd party cookies, but still blocking the API that real adblockers use. What a surprise.
Score: 13 Votes (Like | Disagree)
GuyDouche Avatar
12 months ago
I shouldn’t be surprised that people still use and swear by Chrome. There are far better browsers out there
Score: 11 Votes (Like | Disagree)