Google Won't Be Deprecating Third-Party Cookies In Chrome After All

In a blog post today, Google said it has an "updated approach" that won't involve "deprecating third-party cookies" in Chrome. Instead, it's introducing "a new experience in Chrome that lets people make an informed choice that applies across their web browsing," which they'd be able to adjust at any time. Digiday reports: Google executives are already discussing this pivot with regulators including the U.K.'s Competition and Markets Authority (CMA) and Information Commissioner's Office (ICO) and plan to do the same with the industry soon. For now, details on what this actually means remain light. And as for a timeline, Google seems to have learned its lesson from the numerous delays to its cookie-killing plans -- there isn't one. "As this moves forward, it remains important for developers to have privacy-preserving alternatives," Anthony Chavez, vp of the Privacy Sandbox, said in the blog post. "We'll continue to make the Privacy Sandbox APIs available and invest in them to further improve privacy and utility." For those who have poured time and effort into third-party cookie alternatives, fear not: Google will keep the APIs in the Sandbox. Your work isn't going to waste. In fact, the plan is to continue to invest in them, continued Chavez, to further improve "privacy and utility." Plus, additional privacy controls, like the recently announced IP Protection (i.e. IP masking for privacy protection) in Chrome's Incognito mode, will be added to the Sandbox. "We developed the Privacy Sandbox with the goal of finding innovative solutions that meaningfully improve online privacy while preserving an ad-supported internet that supports a vibrant ecosystem of publishers, connects businesses with customers, and offers all of us free access to a wide range of content," Chavez wrote in the blog post. Or, to put it another way, the Sandbox isn't going anywhere anytime soon.

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