Google Chrome Won't Release Alternative To Third-Party Cookies

Google has just given up on a third-party cookie alternative. Google announced it will maintain its "current approach to offering users third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies." Google said, instead, "users can continue to choose the best option for themselves in Chrome’s Privacy and Security Settings.

" Last July, Google said it won't deprecate third party cookies after delaying floc alternatives to cookies for many years. This means adtech companies can keep using related targeting tools and that they do not need to adopt a new alternative to cookies. I guess this makes sense with the DOJ already on their back and all the changes to the political airwaves.



.. I guess.

Here is the summary of what Google announced: Anthony Chavez, VP, Privacy Sandbox at Google did add: In light of this update, we understand that the Privacy Sandbox APIs may have a different role to play in supporting the ecosystem. We’ll engage with the industry to gather feedback and share an updated roadmap for these technologies, including our future areas of investment, in the coming months. We’re grateful for the continued partnership from companies across the world in advancing privacy-preserving solutions that can support a healthy, thriving web ecosystem.

What a wild ride it has been on this topic...

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