"Last year, Google decided not to deprecate third-party cookies in Chrome after all. This year, Google decided to jettison its backup plan and not even launch a planned choice prompt for cookies in its browser. By October, the Privacy Sandbox was all but kaput. The UK's Competition and Markets Authority released Google from its Privacy Sandbox commitments and - Psych. I'm done writing about third-party cookie deprecation, guys. Let's move on, fur real."
"It would be easy to write a little end-of-year retrospective piece about the end (of the end) of third-party cookies in Chrome. But I won't do that to you. Much like Bartleby, I simply prefer not to. Enough ink's been spilled on the topic of cookies already. I'd much rather scriven about something a little more forward-looking - and make my sources do the work for me."
Google reversed plans to deprecate third-party cookies and abandoned a planned cookie choice prompt, undermining the Privacy Sandbox after the UK Competition and Markets Authority released Google from its commitments. Public attention on cookie deprecation has waned, shifting focus to forward-looking privacy changes. Industry experts point to heightened regulatory scrutiny of automated decision-making, profiling, and the use of data to infer or predict sensitive characteristics from behavioral, location, or engagement signals. US state privacy laws do not yet uniformly treat inferred data as a regulated category, but regulators are increasingly examining how personal data is combined, modeled, and activated through analytics and AI.
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