Credit: Liv Fletcher via Unsplash
Google will retain cookies in its Chrome browser, leaving the small packets of code to continue to be available for use in targeted advertising.
Google last year dropped its long held, and long delayed, plans to kill off third-party cookies in the Chrome browser.
Instead the new plan was for users of the browser to be prompted to decide whether or not to turn cookies off or on. That has now been dropped.
“We’ve made the decision to maintain our current approach to offering users third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies,” said Anthony Chavez, vice president of the Privacy Sandbox
The latest u-turn in the history of cookies was made following industry feedback.
“As we’ve engaged with the ecosystem, including publishers, developers, regulators, and the ads industry, it remains clear that there are divergent perspectives on making changes that could impact the availability of third-party cookies,” said Chavez.
“In light of this update, we understand that the Privacy Sandbox APIs may have a different role to play in supporting the ecosystem.
“We’ll engage with the industry to gather feedback and share an updated roadmap for these technologies, including our future areas of investment, in the coming months.
“We’re grateful for the continued partnership from companies across the world in advancing privacy-preserving solutions that can support a healthy, thriving web ecosystem.”
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