Google stops starting a combined web cookie manager in Chrome

Google gave up applying a unified solution to manage third -party cookies in Chrome. The announcement of the end of the project was released on Tuesday, 22 and represents another part of the Web’s cookies that ended in long disputes.

In July 2024, Google announced the “development of a new chromium experience that will enable the user to make a conscious choice throughout the web scans”. . The bid will allow the user to decide whether he will accept third -party cookies and who would like to prevent them.With the freedom to change these preferences at any time.

In that case, This was accepted as the most balanced alternative that Google has managed to formulate. Before that, the company suggested the entire third -party cookie support – an offer that encounters strong resistance from regulatory organizations, advertisers and developers.

“We have decided to maintain our current approach to choose third -party cookies in Chrome, and we will not start the new owner’s selection window for third -party cookies,” Private Sandbox Vice President Anthony Chavez on Google. He said. “Users can continue to choose the best option for them in Chrome’s settings ‘security and privacy’.”

Chavez drew attention to the “announcement of the Privacy Virtual Area in 2019 and has changed a lot since the beginning of the CMA and ICO in 2022”. According to him, new opportunities for the acceleration of privacy development technologies, navigation protection by using artificial intelligence and important evolution in the global regulatory scenario.

Privacy Sandbox follows live

Despite the withdrawal of the cookie manager, Privacy did not stop Sandbox. According to Google, several project fronts are being developed in the third quarter of 2025, such as IP protection for anonymous navigation.

“We will continue to invest in Chrome to make Chrome the most reliable browser in the world with technologies such as secure scanning, security control, local password guards and more.” Chavez said Chavez.

Refund takes place at a strategic moment

Google’s withdrawal was not a chance. Currently, the company faces a lawsuit that defines which measures should be taken to reduce the mastery of the search market in the United States.

Openai was one of the companies that stated that Chrome Navigator was interested in the sale and purchasing of Chrome Navigator among the solutions proposed by the US Department of Justice (Doj).

Cookies are still a challenge

Cookies remain a problem in online scanning. Almost all sites use their own cookies on the grounds of improving the user experience, but It usually serves to collect personal data and transfer it to advertisers..

In practice, while accessing a website for the first time, The user almost always faces the following question: “Would you like to accept navigation cookies?”. In some cases, there is only the option to accept what is considered “necessary – – a definition that can vary greatly from site to site.

The decision to receive support for third -party cookies maintains the current status of the market and ensures the competitiveness of the digital advertising sector. But, This selection is at the loss of the user navigation experienceLarge -scale data collection continues to be exposed to unnecessary interruptions and weak transparency in daily navigation.

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