For several years now, Google has planned on phasing out cookies in Chrome, in order to make efforts to better protect user privacy and confidentiality. They have pushed back the elimination date several times already, but this month have decided to pause any plans to eliminate third-party cookies in Chrome.
Cookies are tiny data pieces saved on your device by websites to remember you. Third-party cookies come from other sites and are used mainly for ads and tracking.
Google has changed its mind and will not get rid of third-party cookies in its Chrome browser. Instead, they will let users choose how cookies are used, and will add new Chrome features.
Google will add a new option in Chrome so users can decide about third-party cookies. They had planned to stop using these cookies by 2022, but delayed it because advertisers and regulators had concerns. I think we can assume that ad dollars had a role here.
The UK’s Competition and Markets Authority (CMA) worried that removing third-party cookies could hurt competition in online ads. Now, they are looking at Google’s new plan.
Google will keep working on its Privacy Sandbox, which is a way to improve privacy while still helping advertisers. Chrome's Incognito mode will also get new privacy tools like IP Protection.
Google is talking with regulators about these new choices, and more details will come later.
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