After years of working towards eliminating third-party cookies in favor of the Privacy Sandbox, Google is now backing off.
Google’s effort to end support for the use of cookies for user tracking in its Chrome web browser won’t be moving forward as the company originally planned. This initiative, dubbed Privacy Sandbox, has had several delays since it was announced several years ago. This decision comes after taking feedback from stakeholders including regulators, ad tech companies, web developers and publishers.
Antony Chavez, VP of Privacy Sandbox, says that “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.
