Google will not eliminate the third sides of cookie to Chrome

Google has completed his plan for the gradual elimination of third party cookies in ChromeAfter many years of delays, the company announced that the Coak deactivation policy will no longer apply. The decision was announced using the publication on the company’s blog, which explained the steps to follow to protect the confidentiality of users.

Anthony Chavez, vice -president of the Sandbox PrivacyBox project, said that the comments of developers, advertisers, editors and regulatory authorities form this decision. Google defined this A universal change in the behavior of the third side files COOKIE will not satisfy the needs of the web EcosystemInstead of imposing predetermined restrictions, instead of imposing predetermined restrictions, the company will support a flexible system that allows users to choose how cookies are processed on their devices.

“Many things have changed since we announced the initiative of“ sand in confidentiality, ”Chavez said. “The adoption of technologies that improve confidentiality accelerated, new opportunities have appeared to protect and ensure the navigation experience of people with AI, and the regulatory panorama around the world has developed significantly.”

The decision notes At a distance from the initial goal of building a more personal web siteGoogle was initially offered by such technologies as API themes for Support advertising aimed without direct exposure of user dataThe initiative field is designed to reflect the efforts of competitors, such as Mozilla and Apple, who have already introduced the blockade of the default block in Firefox and Safari.

Chrome domain has prevented Google to eliminate third -party Cooking Files

Despite the initial impulse, Delay with repeated delays and growing regulatory pressureIn particular, the market and competitive management of the United Kingdom (CMA). A year ago, Google announced that he would paralyze the progressive elimination of the Cooks after confirming that I had talked with the British regulator. CMA requested a detailed report on the influence of this measure, which reduced its plans to use it in 2024.

While the goal of increasing the confidentiality of users is maintained, the rejection of strict policy in the field of blocking COOKIE files emphasizes the position of Google in the ecosystem of advertising technologies. Unlike Firefox and Safari, Chrome Domain both in navigation and digital advertising Makes unilateral changes more complex.

Google now says that he will prioritize in continuous development Functions of improving confidentiality in Chrome Instead of looking for a radical review. Improvements in incognito mode in the browser, where third -mini -party cookies have already been blocked, follow their course. Except, A function developed to avoid user tracking based on users He will go to the third quarter of 2025.

Despite the change in politics, the Sandbox Conficate Sandbox project will not close. Google said he would continue to work with the industry to study alternative solutions using the Sandbox API. These tools would offer new ways to get to the audience without exposing personal navigation data.