Google announced it will not add a new standalone prompt for third-party cookies in its Chrome browser, instead continuing to allow users to manage their cookie preferences through existing Privacy and Security settings. The decision follows feedback pointing to diverse opinions on cookie tracking changes. Google plans to enhance privacy protections in Incognito mode and is working on an IP Protection feature for 2025. This shift highlights the challenges Google faces in balancing consumer privacy with its business interests, unlike competitors that have already adopted stricter measures.
We've made the decision to maintain our 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.
Users can continue to choose the best option for themselves in Chrome's Privacy and Security Settings.
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.
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