Earlier this year, Google began efforts to phase out third-party cookies in its Chrome browser, a move aimed at increasing user privacy. The plan was to replace third-party tracking with the Privacy Sandbox, a system controlled by Google within Chrome. However, on 22 July 2024, Google announced a significant shift in its strategy. Instead of deprecating third-party cookies, Google will introduce a new system allowing users to make an informed choice about blocking cookies across their web browsing.
Google says the decision follows feedback from various stakeholders, including the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO). However, the ICO expressed disappointment at Google’s decision, emphasizing the need for more private alternatives to third-party cookies. The ICO plans to monitor industry responses and may take regulatory action against systemic non-compliance.
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