Google has decided not to move forward with a standalone alternative to third-party cookies in Chrome, opting instead to let users choose their cookie preferences via existing privacy settings. This decision allows adtech companies to continue utilizing existing targeting tools without needing to adapt to new systems. Incognito mode will still block third-party cookies, while future enhancements like IP Protection and other security features are planned. Google aims to foster feedback on Privacy Sandbox APIs to ensure they adequately support the industry.
Google announced it will not roll out a new standalone prompt for third-party cookies, maintaining its current cookie approach in Chrome's Privacy and Security Settings.
Despite previous plans, Google will keep third-party cookies in Chrome, allowing adtech companies to continue using existing targeting tools without adopting new alternatives.
Anthony Chavez stated that Chrome will remain committed to enhancing tracking protections in its Incognito mode and investing in security technologies like Safe Browsing and AI.
Google recognizes that the Privacy Sandbox APIs will adapt to support the ecosystem, committing to an updated roadmap and continued dialogue with industry stakeholders.
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