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Google has decided to halt its plan to phase out third-party cookies in Chrome. Instead, the company is shifting to a new strategy that focuses on enhancing user choice and control over their web browsing privacy.
For years, Google had been working to eliminate third-party cookies, but the implementation kept being postponed due to various challenges.
Now, rather than phasing out these cookies, Google will introduce a new feature in Chrome that gives users more control over their privacy settings.
Anthony Chavez, VP of Privacy Sandbox at Google, explained in the announcement:
“We are proposing an updated approach that enhances user choice. Instead of phasing out third-party cookies, we will offer a new experience in Chrome that enables users to make informed decisions about their privacy, with the flexibility to adjust their choices at any time.”
With this new proposal, Chrome users will be able to set privacy preferences that apply to their entire web browsing experience.
This shift follows extensive feedback from a range of stakeholders, including regulators such as the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO), as well as publishers, web developers, standards organizations, civil society groups, and members of the advertising industry.
Even with this significant shift in direction, Google remains dedicated to its Privacy Sandbox initiative. The company will continue to develop and provide Privacy Sandbox APIs to enhance privacy protection and functionality for users who opt to use them.
Moreover, Google plans to incorporate IP Protection into Chrome’s Incognito mode, further bolstering privacy options for users.
This change is expected to have significant impacts on the digital advertising industry. Advertisers and publishers who were preparing for a future without cookies may need to reevaluate their strategies.
Google has announced that it will continue to work with the CMA, ICO, and other global regulators as it finalizes its new approach. The company also plans to engage with industry stakeholders throughout the implementation process.
As Google revises its stance on third-party cookies, here are some key takeaways:
Original news from SearchEngineJournal
