Google says it won't be 'deprecating third-party cookies' in Chrome
Google opts not to deprecate third-party cookies in Chrome, focusing on Privacy Sandbox APIs for user privacy. The decision aims to balance privacy and ad-supported internet, addressing industry concerns effectively.
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Google has announced that it will not be deprecating third-party cookies in its Chrome browser, opting for a new approach that allows users to make informed choices about their web browsing. The decision comes after discussions with regulators and industry stakeholders, emphasizing the importance of privacy-preserving alternatives. Google plans to invest in Privacy Sandbox APIs to enhance privacy and utility while introducing additional privacy controls like IP Protection in Chrome's Incognito mode. The move aims to balance online privacy with maintaining an ad-supported internet ecosystem. Initial tests of Privacy Sandbox technologies have shown promising results in recovering ad performance without third-party cookies, although further work is needed. The decision to retain third-party cookies in Chrome follows a period of uncertainty and industry speculation, providing relief to ad executives who have been navigating the evolving landscape of digital advertising. Despite challenges and concerns raised by publishers regarding the Privacy Sandbox, Google's strategy aims to address privacy concerns while supporting ad performance and monetization.
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