Google abandons plan to remove cookies from Chrome browser

Remember when Google promised to get rid of third-party cookies in Chrome? Well, it seems that they’ve decided to call it quits.

Originally, Google aimed to phase out these cookies by 2022, but after several delays, they've now opted for a different approach. Instead of pulling the plug, they're offering users a choice. This means you can decide whether to keep using third-party cookies or switch to Google's new privacy-focused alternative, Google Privacy Sandbox.

Google Privacy Sandbox, was announced in August 2019, and its API was generally available in August 2023. The sandbox offers privacy protection by reducing cross-site tracking and phasing out third-party cookies, it enables interest-based advertising without third-party cookies, and supports protected audience API.

The Privacy Sandbox is targeted at enhancing user privacy without killing ad-supported content. One notable feature is the new IP Protection, which will anonymize user IP addresses in Incognito mode. Think of it like a VPN, but built into Chrome.

Google's decision to maintain third-party cookies while pushing forward with Privacy Sandbox APIs is in recognition that completely removing these cookies without a viable replacement would disrupt the online advertising ecosystem significantly, as third-party cookies have long been a means of online advertising, allowing advertisers to track user activity across different sites.

While third-party cookies aren't going away just yet, the landscape of online tracking is most definitely shifting.