Google on Tuesday revealed that it’s going to not provide a standalone immediate for third-party cookies in its Chrome browser as a part of its Privateness Sandbox initiative.
“We have made the choice to take care of our present method to providing customers third-party cookie selection in Chrome, and won’t be rolling out a brand new standalone immediate for third-party cookies,” Anthony Chavez, vice chairman of Privateness Sandbox at Google, stated.
“Customers can proceed to decide on the most suitable choice for themselves in Chrome’s Privateness and Safety Settings.”
Again in July 2024, the tech large stated it had deserted its plans to deprecate third-party monitoring cookies and that it intends to roll out a brand new expertise as an alternative that lets customers make an knowledgeable selection.
Google stated suggestions from publishers, builders, regulators, and the advertisements trade has made it clear there are “divergent views” on making modifications that would have an effect on the supply of third-party cookies.
Instead, the tech behemoth stated it’s going to proceed to spend money on enhancing monitoring protections in Chrome’s Incognito mode, which blocks third-party cookies by default. It additionally intends to introduce a brand new IP Safety characteristic within the third quarter of 2025.
Already accessible as an open-source challenge, the characteristic goals to restrict the supply of a person’s unique IP deal with in third-party contexts in Incognito mode to stop cross-site monitoring.
“In gentle of this replace, we perceive that the Privateness Sandbox APIs might have a unique function to play in supporting the ecosystem,” Chavez stated. “We’ll interact with the trade to collect suggestions and share an up to date roadmap for these applied sciences, together with our future areas of funding, within the coming months.”
It is price noting that whereas Apple Safari and Mozilla Firefox have blocked third-party cookies by default since 2020, Google has had a more durable time rolling out related protections owing to its competing pursuits as a browser vendor, an promoting platform, and a search engine.
The event additionally comes at a time when Google is going through intense regulatory scrutiny within the U.S. in latest months, with two totally different rulings accusing the corporate of sustaining a monopoly within the search and promoting markets.
The U.S. Division of Justice, as lately as final month, has proposed breaking apart Google by divesting the Chrome internet browser and forcing it to syndicate its search outcomes as a approach to restore competitors to the web search market.
AI firm OpenAI stated it might be all for shopping for the browser if Google is compelled to promote it off and “introduce customers into what an AI-first [browser] appears like,” per Bloomberg and Reuters.
