Google has decided to abandon its original plan to eliminate third-party cookies in Chrome, instead allowing users to choose whether to accept cookies. This decision follows numerous criticisms from advertisers and privacy advocates regarding the potential negative impacts of the Privacy Sandbox initiative. A US court found Google engaged in anticompetitive practices, and the UKâs CMA is investigating its proposals. Google VP Anthony Chavez stated that divergent perspectives on cookie availability influenced this decision, confirming there will be no new standalone prompt for third-party cookies, effectively ending the initiative.
Google's decision to maintain the current approach to third-party cookies follows extensive scrutiny from advertisers, regulators, and privacy advocates, highlighting divergent views on online tracking.
âAs we've engaged with the ecosystem...it remains clear that there are divergent perspectives on making changes that could impact the availability of third-party cookies,â said Chavez.
The Electronic Frontier Foundation criticized the Privacy Sandbox, urging users to opt-out due to continued tracking for behavioral advertising despite Googleâs claims of enhanced privacy.
Following a series of delays and scrutiny, Google confirmed that it will not introduce a standalone prompt for third-party cookies, marking the end of this initiative.
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