Google backpedals on decision to completely remove third-party cookies

Google has announced that it will no longer continue with its plan to completely phase out third-party cookies on its Chrome browser and will instead take a more user-friendly approach.

2

Google's Privacy Sandbox VP Anthony Chavez wrote the announcement and explained Google has received concerns from developers, privacy advocates, regulators, publishers, and others about the removal of third-party cookies. Google has heard this feedback and has come up with a new plan that won't include the complete removal of third-party cookies, which allows companies to serve targeted advertisements to users based on the activity of the user around other parts of the internet.

Notably, Google said back in 2020 that it was working toward blocking all third-party cookies in 2024, and the company even tested the removal in January when 1% of Chrome users had all third-party cookies blocked. The concerns from regulators come from the UK's Competition and Markets Authority, which is likely concerned Google will favor its own profits in advertisements if third-party cookies are blocked.

Google's new plan to keep third-party cookies is to let users decide whether to enable them.

"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," writes Anthony Chavez, VP of Privacy Sandbox