Google has repeatedly delayed ending third-party cookies in Chrome. Now it says it’s best to keep them

As of January 2020, Google says Chrome will stop supporting third-party cookies, a move that has suggested we “reverse engineer web standards” for the sake of User privacywhich has direct implications for the digital advertising market, has been postponed again and again for various reasons.

Aside from the constant delays, everything seemed to point to the fact that sooner or later third-party cookies would be rejected by the most popular web browser on the planet. But time passed, and the Mountain View company changed its mind. Now you think it’s better not to delete cookies.

Long live cookies?

Anthony Chavez, vice president of Privacy Sandbox, announced a few hours ago that Google plans to launch new experience in chromeThis means that users can make informed decisions about their browsing preferences rather than opting out of third-party cookies.

And what does Privacy Sandbox have to do with all this? It was through this initiative that Google developed various solutions to gradually eliminate third-party cookies. As part of this initiative, we found proposals like FLoC and Topics that didn’t quite catch on.

Google’s offerings hit a snag reconcile opinions between the various players in the industry, i.e. between regulators, developers and users. In fact, this latest move was made following comments from, among others, the UK Competition and Markets Authority (CMA).

Mountain View now claims that it has used everything it has learned to develop solutions that support both publishers and advertisers while improving privacy. We will have to wait to see how these promises will be realized and, above all, when they will be or whether they will continue to cause delays.

It should be noted that Privacy Sandbox is not going anywhere. This initiative will remain in force and is under full development by Google. However, not everyone was pleased. Some regulators wonder whether this will ultimately give Google more power and, as a result, limit competition.

For now, third-party cookies will still be banned in Google Chrome. Remember that this is a key element of targeted advertising. As such, they can be used by the advertising industry to track users’ online activity and create detailed user profiles.

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