Disabling third-party cookies in Chrome will become optional. After years of testing, Google has abandoned its plan to disable third-party cookie tracking by default in the Chrome browser.
Google initially disclosed its intentions regarding third-party cookies in November of the present year as part of its Privacy SandBox initiative. Websites utilize cookies to track user activity and personalize ads based on their interests. However, this practice can compromise privacy by allowing tracking of browsing habits and sites.
Google's decision to phase out third-party cookies was advertised as a significant step towards enhancing online privacy. The initiative aims to reduce user tracking while ensuring access to essential online services.
Chrome will now prompt users to make a choice whether they want to have the cookie support or not. Besides, the Google Ads team also released a white paper showing the results of early tests of Privacy Sandbox, which is being marketed as a replacement or alternative to cookie tracking.
The document indicated that Google display ads achieved a 97 percent return on investment, whereas efforts to reconnect with the same audience through follow-up ads resulted in only a 55 percent return on remarketing spend.
Google says it will continue to provide Privacy Sandbox APIs and add IP tracking protection for incognito mode users to add an extra layer of privacy.
Earlier this year, Google announced it was testing third-party cookie blocking for 1% of Chrome users. However, in the spring, the company announced it was again delaying a larger rollout of the feature.
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Hasn’t this been an option for years on all browsers?
I’m not a fan of Google and Chrome. However, I use ungoogled-chromium sometimes and I always turn off third-party cookies. I don’t have any major problems with advertising on websites, it’s the actual tracking of the advertising that I have problems with. To have an open internet, there must be advertising. Otherwise, we will only have paysites and other misery that is no better.
In my opinion, we should take back the web from big tech and support smaller sites that we like instead. Easier said than done! :/
I remember the web in the 90’s and 2000’s. Much more fun in my opinion. We coded our own pages and wrote whatever we wanted on them. Looked awful, but at least we made them ourselves and had something to say. Nowadays, we are just in a bubble controlled by big tech!