Google Reverses Plan to Kill Third-Party Cookies in Chrome
Shiva Ganesh
Google has decided not to phase out third-party cookies in its Chrome browser, reversing its previous plan
Instead of removing cookies, Google will introduce a new experience in Chrome that allows users to make informed choices about their web browsing privacy
The Privacy Sandbox APIs will continue to be developed and made available as alternatives to third-party cookies
Google is discussing this new approach with regulators, including the UK's Competition and Markets Authority (CMA) and the Information Commissioner's Office (ICO)
This decision is seen as a relief to many in the advertising industry who were preparing for a cookieless future