Google has decided against, or been compelled to decide against, the deprecation of third-party cookies in its browser, Chrome. The news comes in a blog post by Anthony Chavez, Vice President of Privacy Sandbox, the department Google has created to deal with such matters.
We first reported the initial plan in January and followed up in May with news that Google was delaying the deprecation until 2025.
According to Chavez, “testing from ad tech companies, including Google,” and “feedback from a wide variety of stakeholders, including regulators like the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO), publishers, web developers and standards groups, civil society, and participants in the advertising industry,” have now steered Google towards “an updated approach that elevates user choice.”
“Instead of deprecating third-party cookies,” he goes on to write, “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.”
Things are no clearer than that. For the moment Google will be introducing IP Protection into Chrome’s Incognito mode.
