Google Backs Down on Its Plan to ‘Kill’ Third-Party Cookies in Chrome

Google Will Finally Stop Deleting Third-Party Cookies in Chrome. On Monday, the Mountain View residents made a surprising announcement that they no longer plan to move forward with the initiative. The company did not provide further details about its decision, although it does imply that the impact of this change on the online advertising market will be much greater than expected.

So third-party cookies will still be part of the user experience when browsing the web using Google Chrome. But beware, that doesn’t mean the Californians aren’t planning to make changes. His intention is to continue the Privacy Sandbox initiative and maintain access to its API.The company believes their performance will be optimized as they become more widely adopted across the industry, but acknowledges that there is still much work to be done.

That’s why Google is now looking to offer a “refreshed experience” to give Chrome users more options. It’s not clear exactly what this new experience will be, and more details are likely to be released in the coming months.

“Rather than reject third-party cookies, we would like to introduce a new experience in Google Chrome that allows people to make informed choices about their web browsing experience, and that those choices can be adjusted at any time. We are discussing this new path with regulators, and we will work with the industry to implement it,” Mountain View officials explained.

Google Won’t Delete Third-Party Cookies in Chrome

As we mentioned at the beginning, This decision is surprising and astonishing.. Especially considering the ups and downs that Google Chrome’s third-party cookie removal initiative has gone through over the past few years.

Before announcing Privacy Sandbox, the California-based company attempted to eliminate web trackers with FloC. However, that proposal was stillborn and was replaced by Themes. However, none of the alternatives to third-party cookies have gained any real traction.

Beyond the technology issue, steps to eliminate third-party cookies in Google Chrome has come under intense scrutiny from regulatorsThis was particularly noticeable in the United Kingdom, where Mountain View residents were forced to constantly consult with bodies such as the Competition and Markets Authority (CMA) about the implications of the phenomenon.

It’s also important to note that Google began phasing out third-party cookies in Chrome in early 2024. However, the company was forced to halt that process in April so that UK regulators could take a deeper look at its implications.

It is obvious that the rate Things did not go as planned by the authorities or the company.. Google has committed to continuing to invest in and improve the Privacy Sandbox APIs, which will remain available to developers. Additionally, Chrome’s incognito mode will feature other privacy features, such as IP masking. As for the next plans to phase out third-party cookies, we’ll have to wait for official news.

“We thank all the organizations and individuals who have worked with us over the past four years, develop, test and implement Privacy Sandbox. Although we will abandon this approach, we will continue to consult with the CMA, ICO. [Oficina del Comisario de Información] and other regulators around the world. We look forward to continuing to collaborate with the ecosystem on the next step in our journey to a more private web,” added those responsible for the Privacy Sandbox for Google Chrome.