Google reverses decision on eliminating third-party cookies, introduces new user choice model in Chrome
Google has revised its Privacy Sandbox initiative, moving away from its earlier decision to eliminate third-party cookies. The initiative has been influenced by extensive feedback from various stakeholders, including the UK’s Competition and Markets Authority (CMA), Information Commissioner's Office (ICO), publishers, and the advertising industry.
Instead of phasing out third-party cookies as initially planned, Google is now implementing a new user experience in Chrome that allows individuals to make informed decisions about their privacy settings during web browsing. This new approach allows users to modify their privacy preferences at any time, reflecting a significant change in strategy.