Google won’t ditch third-party cookies in Chrome after all
Google has made an unusual announcement about browser cookies, but it may not come as much of a surprise given recent events. After years spent tinkering with the Privacy Sandbox, Google has essentially called it quits. According to Anthony Chavez, VP of the company’s Privacy Sandbox initiative, Google won’t be rolling out a planned feature to help users disable cookies. Instead, cookie support will remain in place as is, possibly forever.
Beginning in 2019, Google embarked on an effort under the Privacy Sandbox banner aimed at developing a new way to target ads that could preserve a modicum of user privacy. This approach included doing away with third-party cookies, small snippets of code that advertisers use to follow users around the web.
Google struggled to find a solution that pleased everyone. Its initial proposal for FLoC (Federated Learning of Cohorts) was widely derided as hardly any better than cookies. Google then moved on to the Topics API, but the company’s plans to kill cookies have been delayed repeatedly since 2022.
