The ad of this world can heave a sigh of relief.
Google chooses not to delete third-party cookies in Chrome.
What Google planned to do the prior, it has now decided against doing so as it announced on Monday, it will not block third-party cookies in Chrome.
A renewed user experience
Rather than this removal, Google has intentions of providing a new user experience in Chrome . This will enable users to understand an interactively arrive at the personal decision of which regions they wish to browse on the web, the company stated in a blog post.
Creating an improved solution, Chavez, the VP of the Privacy Sandbox project at Google, writes the following: The changes will make the emergency food and financial bridging scheme operational since users will have the flexibility to make changes anytime.
Increased control for users
Google now wants to bring the control of what is being done with the browsing data of the users into sharper perspective. This also concerns other features that Google has added to Chrome, for instance, the Chrome Incognito mode IP protection, as well as, the Privacy Sandbox’s consistent enhancement of the API services.
Google’s decision comes as a relief to the advertisers and the publishers who use cookies for placing the relevant advertisements and for tracking their effectiveness. The attempts made in the last few years of Google to actually implement policies that would get rid of third-party cookies have been volatile and filled with ample changes of course and discussion of the matter.
A group of these cookies was originally intended to be phased out by the end of the year 2022, but the process has been delayed severally due to the various obstacles which include feed back from the various stakeholders ranging from advertisers, płitbrsers all the way to regulatory authorities like the United Kingdom’s Competition and Markets Authority.
Tracking protection: seem to be a step moving towards the end of cookies?
It started testing the new ‘Tracking Protection’ feature in chrome in January of 2024 which restricts third-party cookies by default for 1% of the chrome users globally. This new tool was anticipated as one that will gradually lead to the complete eradication of cookies. But it made some doubts about the efficacy and preparedness of Google Privacy SandboX, a set of API aimed at replacing third-party cookies, which led to more extension of the timeframe.
