Google maintains third party cookies despite pressure
After several years of announcements and resistance, Google announced a U-turn regarding third-party cookies on its Chrome browser. While the American giant planned to delete third-party cookies by summer 2023, it finally opted for another solution. Instead of deleting them, Google is offering a new feature in Chrome that allows users to make an informed choice about their use of cookies. This decision follows years of debates with online publishers and regulatory inquiries, especially in Europe and Great Britain.
The impact of the decision on the Privacy Sandbox
Despite this decision, Google is maintaining its Privacy Sandbox project, an initiative aimed at offering ad targeting without tracking individual users. The group plans to continue to make this technology available for third party websites. However, this new cookie feature raises concerns among regulators and privacy advocates, who believe that it could allow Google to further strengthen its dominance over user data. British and European authorities, eager to protect the privacy of consumers, continue to monitor this development. Website publishers, on the other hand, remain divided, with some believing that the Privacy Sandbox could further favor Google by giving it greater control over user data.
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