Google reverses plan to phase out third-party cookies in Chrome, updates Privacy Sandbox

In January 2020, Google announced its intention to phase out support for third-party cookies in the Google Chrome web browser as part of its Privacy Sandbox program, aimed at enhancing web safety. Initially, Google planned to end support by 2022, but the deadline has been repeatedly pushed back, with the latest target set for late 2024.

Recently, Google reversed its decision and will continue to support third-party cookies in Chrome. The updated Privacy Sandbox plan now involves keeping third-party cookies while introducing a new user experience. This change will allow Chrome users to make informed choices about cookie usage and adjust their preferences at any time.

Google is currently discussing this revised plan with regulators and engaging with the industry during the rollout. The company will continue to develop and improve its Privacy Sandbox APIs and add more privacy features to Chrome, such as IP protection for Incognito mode. Early tests of the Privacy Sandbox APIs have shown potential for balancing online privacy with advertiser needs, although significant work remains for effective implementation.