Google shifts cookie plan, opts for user choice in Chrome

Disabling third-party cookies in Google Chrome as part of the Privacy Sandbox project has been an intense debate among users, ad and software developers, online publishers, and institutions recognizing the potential threats. Google has repeatedly postponed implementing this idea into Chrome, but according to the most recent blog post, they have changed their mind. They will not remove cookie support outright but will give users the choice.

The removal of third-party cookie support was initially intended to enhance user privacy. Website and ad providers rely on these cookies to optimize delivery according to user preferences, resulting in increased profits. Overarching disablement of this mechanism in dominant browsers could completely change the market. Although the implementation date had been pushed back multiple times, Google was prepared to do so.

According to the latest statements, this significant change will not happen. Google explains on its blog that it has taken a new approach to Privacy Sandbox, which involves giving users a choice. With a new tool expected to come to Chrome soon, everyone can decide whether third-party cookies should be enabled or not.

However, this topic is still in its early stages. Google expresses gratitude for the feedback received so far from the industry, with whom they declare continued cooperation before the final implementation of the new solution in Chrome. No specific dates are given, and it is important to note that this issue has been ongoing for several years, with potential significant browser changes being delayed numerous times by months or quarters.