Google Adjusts Approach to Third-Party Cookies in Chrome

Google has decided to abandon its lengthy and challenging effort to phase out third-party cookies on Chrome. In a recent announcement, the tech giant revealed that it will retain third-party cookies for users who do not disable them. To balance user privacy and advertising effectiveness, Google will introduce a new solution: a one-time prompt allowing users to set privacy preferences across their Google browsing experiences.

“We are proposing an updated approach that elevates user choice,” wrote Anthony Chavez, Vice President of Privacy Sandbox, in a blog post. “Instead of deprecating third-party cookies, we will introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they can adjust that choice at any time.”

The Role of Third-Party Cookies

Third-party cookies track users’ activities across the web and have been used to collect data and serve targeted ads, often without user consent. Browsers like Mozilla Firefox and Safari have blocked these cookies…