The company has been promising to phase out third-party cookies for a long time, but all indications are that this will not happen in the end.
Last December, we reported that Google would start phasing out cookies in Chrome at the beginning of this year. The company has been looking for a suitable alternative to replace the controversial data collection method for a long time, but now it very much seems that plans have changed, so third-party cookies will remain with us in the future – reported ExtremeTech.
Google previously wanted to eliminate cookies with an initiative called the Privacy Sandbox, but as it turned out, the operation failed. The company at the beginning of the week one Blog Entry reported on future plans in the form of
They wrote that instead of moving targeted ads to a completely new system, they will provide Chrome users with the option to choose between cookies and Privacy Sandbox APIs – these will cover all web activities of users in the Google ecosystem. Related to this, the company has promised new privacy features such as IP protection in Chrome’s incognito mode.
Google added that while it still believes in a purely Privacy Sandbox approach, it acknowledges that replacing third-party cookies would have required the cooperation of too many stakeholders, not to mention that the process would have most likely had a disastrous impact on advertising. and also for publishing businesses.
Source: www.pcwplus.hu
