Google Chrome has reversed its decision to discontinue third-party cookies. The company announced its plan to phase out third-party cookies in 2020. The initial target was 2022, then it was postponed to 2023, then to 2024, and finally to 2025. Now, Google has completely abandoned this plan. Here are the details…

Google Chrome goes back on promise to remove third-party cookies

According to Google’s statement, opting out of third-party cookies would require a huge workload for publishers, advertisers and everyone in the world of online advertising. This change was more complex and challenging than expected. Google has decided to take a new path to make users’ web browsing experiences more privacy-focused.

“Instead of removing third-party cookies, we will deliver a new experience in Chrome that allows users to make an informed choice,” the company said in a statement. This means that users will be able to decide how third-party cookies will be used in their web browsing.

Google also plans to offer additional privacy controls such as IP Protection in Incognito mode. This feature will anonymize users’ IP addresses, preventing third parties from using them for cross-site tracking across the web. However, this feature will not be available as the default setting for Chrome users before 2025.

IP Protection will anonymize the user’s IP address with a two-stage privacy proxy, making it harder for third parties to track that address. Google will continue to roll out Privacy Sandbox APIs and improve them further.

“We are discussing this new path with regulators and will continue to collaborate with the industry as we implement it,” Google said. What do you think about this step back decision of Google? You can share your opinions in the comments section below.