Google announces it will no longer block third party cookies in Chrome

On 22 July 2024, Google announced an updated approach to its Privacy Sandbox project. In the blog post, Antony Chavez (VP, Privacy Sandbox) advised:

“We are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time. We’re discussing this new path with regulators and will engage with the industry as we roll this out.”

The ICO has released a statement saying that it is disappointed by the move and has encouraged the digital advertising industry “to move to more private alternatives to third party cookies – and not to resort to more opaque forms of tracking.”

Google’s statement can be found here and the ICO’s response can be found here.

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