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Google Chrome abandons plans to phase out third-party cookies
The announcement, delivered by Anthony Chavez, VPt of Privacy Sandbox at Google, confirmed that Chrome users will continue to manage their third-party cookie preferences through existing privacy...
The decision marks a dramatic departure from the company's long-standing plan to phase out cookies entirely, a move that has been in waiting for several years now and was closely monitored by regulators, advertisers, and privacy advocates alike. Many in ad tech argued that the proposed replacements couldn't match the scalability or real-time processing capabilities of third-party cookies, while publishers worried about revenue loss and the technical complexity of implementing new systems. In April 2024, the UK's Competition and Markets Authority (CMA) intervened, requesting a pause in the rollout over concerns that Google's dominance in both browsers and digital advertising could be further entrenched by the proposed changes.
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