Google scraps plans to eliminate third-party cookies in Chrome, introduces new user-choice system for tracking

Google Chrome

After years of deliberation, Google has decided to keep third-party cookies on its Chrome browser. The tech giant had previously announced that it would phase out support for these third-party cookies but has now reversed its decision. Instead, it will introduce a new system that allows users to select their tracking preferences across Google’s search products.

In a new blog post on the Privacy Sandbox by its Vice President, Anthony Chavez, Google revealed its plans to improve privacy while allowing ad-supported content in the online space that supports publishers and businesses. Chavez also stated, “Rather than phasing out third-party cookies, we are developing a new experience in Chrome that enables users to make informed decisions about their tracking preferences.”

However, the company has yet to reveal the official timeline for the rollout of this new tracking system. Since 2019, Google has been developing and testing Privacy Sandbox, which aims to enhance online privacy.

Chavez further added, “We're discussing this new path with regulators, and will engage with the industry as we roll this out." The Privacy Sandbox will also continue to improve with additional privacy controls and plans for IP Protection in Google Chrome's Incognito mode. This could be a blessing in disguise, especially if Google allows users to opt out of third-party cookies.

For those unaware, cookies are packets of information that allow websites and advertisers to identify individual web surfers and track their browsing habits. However, their biggest demerit is that they can be used for unwanted tracking, which leads to privacy issues.