Google Reverses Course On Third-Party Cookies In Chrome

Published on July 23, 2024

Snapshot: Google has decided not to phase out third-party cookies in its Chrome browser, reversing its previous stance after significant industry feedback. Instead, the company will introduce a new feature allowing users to make informed choices about cookie usage while continuing to develop its Privacy Sandbox APIs. Although specific details and timelines are unclear, Google plans to discuss this new approach with regulators and the industry. 

The Privacy Sandbox, aimed at improving privacy while maintaining ad-supported content, will remain in development with added features like IP masking. Google’s recent tests showed promising results for ad performance using Privacy Sandbox technologies, though final conclusions are pending. This decision comes amid concerns from publishers and advertisers about the practicality and effectiveness of the Privacy Sandbox.

Key Quote: “We developed the Privacy Sandbox with the goal of finding innovative solutions that meaningfully improve online privacy while preserving an ad-supported internet,” said Anthony Chavez, VP of the Privacy Sandbox.

Full story: DIGIDAY

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