Google just made a significant pivot in its approach to online advertising and user privacy by announcing that it is no longer planning to eliminate third-party cookies.
A hot potato: For years, Google has been banging the drum about user privacy in its Chrome browser, promising to eliminate the third-party cookies that so many people have come to hate. It had intended to release an alternative solution to these trackers a long time ago, but the ad industry kept pushing back over fears of lost revenue. Now, Google appears to have caved to the pressure and will keep the third-party cookies. It has another plan for user privacy, it says, but hasn’t provided many details.
Google just made a significant pivot in its approach to online advertising and user privacy by announcing that it is no longer planning to eliminate third-party cookies in Chrome, despite spending years preparing for their demise.
“Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time”, Anthony Chavez, VP of Privacy Sandbox, wrote.
