Despite repeated declarations of third-party cookie deprecation, Google recently revealed it will not eliminate third-party cookies entirely. Instead, the company plans to prioritize user control and privacy over a complete phase-out by allowing users to opt-in or out of sharing their information.
The reversal comes at a time where Google reportedly wants to focus on providing users with greater transparency and control over their online experiences. Google’s commitment to user privacy is underscored by the development of Privacy Sandbox, a suite of APIs designed to deliver online advertising and analytics while safeguarding user data.
“We are proposing an updated approach that elevates user choice,” wrote Anthony Chavez, VP of Privacy Sandbox, in a blog post announcing the news. “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. We’re discussing this new path with regulators and will engage with the industry as we roll this out.”
