Google says it won't be 'deprecating third-party cookies' in Chrome

Google has announced that it will not be deprecating third-party cookies in its Chrome browser, a decision that has brought relief to the advertising industry. Instead, Google will introduce a new browsing experience that allows users to make informed choices about their web browsing activities. The company is engaging with regulators and industry stakeholders to discuss this pivot. Google plans to maintain privacy-preserving alternatives in its Privacy Sandbox and invest in improving privacy and utility. The decision to retain third-party cookies in Chrome coincided with positive test results of alternative technologies in recovering ad performance without relying on cookies. While the industry awaits further details on Google's plan, the move signifies a shift in strategy to balance privacy concerns and ad performance. Publishers, who have been uncertain about the Privacy Sandbox, have expressed concerns about latency issues and revenue losses. Despite the ongoing challenges, Google's decision offers a potential path forward for ad targeting without third-party cookies, emphasizing the importance of user choice and privacy in online advertising.