Google reverses course on Chrome cookie phase-out

April 22, 2025, 2:21 pm

In an unexpected twist, Google has opted to keep third-party cookies alive in Chrome—effectively scrapping its planned phase-out. This U-turn, which ensures ongoing user tracking under the guise of improved ad targeting, has left market watchers bemused by the tech giant’s persistence in old habits.

techinasia.com / Google drops Privacy Sandbox after regulatory scrutiny

Initially, Google planned to block third-party cookies in Chrome by default, similar to actions taken by Firefox and Safari.

theverge.com / Google is scrapping its planned changes for third-party cookies in Chrome

Google’s plan to phase out third-party cookies in Chrome is officially over. In an update on Tuesday, Google Privacy Sandbox VP Anthony Chavez says the company has decided “to maintain our current approach to offering users third-party cookie choice in Chrome.” For years, critics have argued...

theregister.com / RIP, Google Privacy Sandbox

Chrome will keep third-party cookies, a win for web giant's ad rivals After six years of work, Google's Privacy Sandbox, technology for delivering ads while protecting privacy, looks like dust in the wind.…

arstechnica.com / Google won’t ditch third-party cookies in Chrome after all

Google will no longer prompt you to disable third-party cookies in Chrome.

theinformation.com / Cookies will keep tracking users on Chrome, Google says - The Information

Cookies will keep tracking users on Chrome, Google says The Information

reuters.com/business / Google opts out of standalone prompt for third-party cookies - Reuters

Google opts out of standalone prompt for third-party cookies Reuters

winbuzzer.com / Google Halts Chrome Third-Party Cookie Phase-Out In Surprising Twist

Google has announced a U-turn on third-party cookie deprecation in Chrome, meaning the ad tech will remain while Privacy Sandbox alternatives face review. The post Google Halts Chrome Third-Party Cookie Phase-Out In Surprising Twist appeared first on WinBuzzer.

permalink / 7 stories from 7 sources in 7 days ago #dataprivacy #techpolicy #google #browsers #technology #alphabet #analytics #antitrust

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